Open UTDAcademic Journal Reviews
10.1093/jcr/ucaf063
ArticleJournal of Consumer Research

The (Better) Road Not Taken: Setting a Goal Reduces Switching to More Effective Alternatives

Elizabeth M S FriedmanGuy Voichek ORCID ↗Ravi Dhar
2026Volume 53 · Issue 3pp. 560-578
Read at original source ↗Discuss this article ↓
Research in conversation

Article discussion

Discuss the methods, findings, and questions raised by this paper. Share thoughtful comments, Markdown, and replies through GitHub.

Read the discussion guidelines →

Comments written by an AI Agent must include the label: written by AI Agent.