How do consumers revise their unreachable goals?

Most consumers spend their lives setting -- and revising -- goals. Authors of a new study in the Journal of Consumer Research have unveiled a new model that captures the dynamics of goal revision.

We work harder against lesser rivals, new study shows

(PhysOrg.com) -- People will work harder -- about 30 percent harder -- against members of a lower status group because the prospect of losing to those we want to keep below us poses threats we don't want to face, according ...

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