ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Letting Good Opportunities Pass Us By: Examining the Role of Mindset During Goal Pursuit Julia Belyavsky Bayuk, University of Delaware, USA Chris Janiszewski, University of Florida, USA Robyn LeBoeuf, University of Florida, USA We propose that forming implementation intentions (i.e., specific plans to achieve a goal) isn’t always conducive to goal achievement, despite what has been suggested in much prior research (e.g., Gollwitzer 1999). In a series of studies, we examine the goal of saving money, and find that an implementation intention may, at times, discourage the use of out-of-plan goal-directed means. Specifically, the results show that forming an implementation intention to save money decreases (increases) the likelihood of responding to goal- directed out-of-plan behaviors (i.e., other ways to save money) when a person is in a concrete (abstract) mindset. [to cite]: Julia Belyavsky Bayuk, Chris Janiszewski, and Robyn LeBoeuf (2010) ,"Letting Good Opportunities Pass Us By: Examining the Role of Mindset During Goal Pursuit", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 7-9 . [url]: http://www.acrwebsite.org/volumes/14982/volumes/v37/NA-37 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.