Research Conversation with Marketing PhD Candidate Hoori Rafeian

Hoori Rafeian

Enter the Research Conversation with Hoori Koopaei

How does comprehensive planning affect goal progress and consumer procrastination?

Consumers employ a variety of means to achieve their goals. Making plans is a common way consumers track their progress towards a goal. My research explores the ways in which planning can do more harm than good.

For example, imagine that today is Monday and you have an exam on Friday. You decide to make a plan in order to study for the exam (your goal). You decide to study the first three chapters of the textbook on Monday, then another three chapters on Tuesday, another three on Wednesday and then on Thursday review the whole textbook. My research aims to show that the more detailed and specific your plan is, the less likely you are to initiate your task (i.e., studying). More specifically, I propose that making a detailed plan makes you feel that you have already made progress towards your goal, even though you have not even started the task. This illusory sense of progress allows you to procrastinate and delays task initiation.

The results of this research can have implications for consumers’ goal achievement, happiness and subjective well-being. Specifically, the research may identify methods alternative to comprehensive planning that improve consumer well-being.


PhD Candidate



Area of Research

Illusory goal progress and procrastination



Fast Fact

I’m a fan of watching and playing sports. I played soccer in Iran and won medals in ping pong competitions.

PhD Open House Part 1: PhD Overview

PhD Open House Part 2: Q&A Session