Winning Through Conflict: When Goal-Conflict Increases Motivation

Jordan Etkin, University of Maryland, USA
Anastasiya Pocheptsova, University of Maryland, USA
Uzma Kahn, Stanford University, USA
People often pursue multiple conflicting goals. According to past literature inter-goal conflict induces difficulty in deciding which goal to pursue, which in turn has a negative effect on goal pursuit. In contrast, we show that experiencing inter-goal conflict and decision difficulty can increase perceived goal importance and lead to higher motivation.
[ to cite ]:
Jordan Etkin, Anastasiya Pocheptsova, and Uzma Kahn (2011) ,"Winning Through Conflict: When Goal-Conflict Increases Motivation", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 55.