Research on goal attainment has found that consumers who felt they were closer to attaining their weight-loss goal were:
A) under cognitive load.
B) more motivated to achieve their goal.
C) more likely to achieve other unrelated goals too.
D) subsequently more likely to choose a chocolate bar over an apple.

Question

Quizplus · Accepted Answer

Research suggests that when consumers feel closer to achieving a goal, they may indulge in behaviors that are contrary to the goal, such as choosing a chocolate bar over an apple, due to a sense of having "earned" a reward.

Research on Goal Attainment Has Found That Consumers Who Felt