“Starting healthy behaviors is one important piece of the puzzle; another is sticking with these behaviors over time,” Woolley and Stillman write.
Kaitlin Woolley and Paul Stillman
Kaitlin Woolley is an associate professor of marketing at Cornell University. Woolley studies consumer motivation and goal pursuit, with a focus on understanding what consumers value when pursuing their goals and how to use this to increase goal persistence. She also researches the influence of goal conflict on consumer choice, and the role food consumption plays in social connection. Woolley's research has been published in journals and book chapters, including Journal of Consumer Research and Journal of Personality and Social Psychology. It has been featured in outlets such as the Wall Street Journal, the New York Times, Harvard Business Review, NPR and Psychology Today. Paul Stillman is an assistant professor of Marketing at San Diego State University. His research examines how cognition and motivation interact to produce behavior. In particular, by investigating the cognitive underpinnings of goal-pursuit, Stillman hopes to advance understanding of self-regulation—how people manage complex goal arrays. In doing so, he hopes to provide insight as to why people behave in ways that are counter to their goals, as well as identify ways to boost functional self-regulation.
