Restricting Choice Freedom Reduces Post-choice Goal Disengagement

Consumers pursue goals by selecting means to their attainment. They might pursue a goal to be healthy, for instance, by choosing healthy snacks or standing rather than sitting at their desk. Making an initial goal-congruent choice, however, often leaves people less motivated to continue pursuing the goal afterward, resulting in a variety of undesirable behaviors (e.g., eating a substantial piece of cake). The current research proposes a novel...