The Influence Of Social Comparison On Long-term Well-being Goal Commitment

People tend to pursue long-term well-being.Securing long-term well-being is one of the drivers of consumption choices.As the concept of green consumption,organic food,Yoga and exercise becoming more and more popular,these all reflect that people want to become better self through consumption.while pursuing maximum well-being,consumers set lots of goals to obtain self-improvement.we subdivide the end-goal into many sub-goals to improve the feasibility.We try to repeatedly engage in behaviors that move us closer to and avoid behaviors that over us further from our goals over time.however in reality,peoples' behaviors always contradict with goals,which result in procrastination.Procrastination often comes from progress bias,it can lead to the failure of sub-goal which have a lot of negative consequences such as,people will feel that the goal is so difficult that they give up pursuing it,people may feel frustrated and have lower end-goal commitment,it also has negative spillover effects on other sub-goals,no matter they are related or unrelated.so it can result in a vicious cycle:procrastination?failure of sub-goal?end-goal commitment reduction?procrastination again.How can consumers evaluate their performance objectively after sub-goal failure at the same time maintain or even improve end-goal commitment is our research topic.To investigate the influence of social comparison and goal focus on the motivation of goal Pursuing.In study 1,through imaginary feedback of task achievement,participants was asked to make downward social comparison or upward social comparison,at the same time the experimenter manipulated goal focus(focus on remaining(vs.completed)actions),then tested Pneumonia,Guilt and ultimate goal commitment of participants.the consequence showed that,when participants made downward social comparison,at the same time focused on remaining actions,they felt more guilty than participants who focused on completed actions,which in turn increased their ultimate goal commitment.When participants made upward social comparison,at the same time focused on completed actions,they experienced more Eudaimonia than participants who focused on remaining actions,which in turn increased their ultimate goal commitment.The two studies showed that social comparison and goal focus can reverse Procrastination in goal Pursuing,increase consumers' behave motivation and behave intention.