People pursuing important goals are known to prefer means that are highly instrumental (those most likely to facilitate goal pursuit). The self-handicapping literature demonstrated an important caveat to this principle—that people instead prefer impediments (rather than instrumental means) to their most important, identity-central goals when they anticipate goal failure. Such...
The US yogurt market has been volatile in the last decade, marked by striking sales increases and dramatic market structure changes. According to an industry report, dollar sales of yogurt in 2017 reached $8.8 billion---a more than 80% increase from 2007. Such remarkable sales growth can be attributed to the...