Sticking to It? How Consumer Goal Progress Affects Goal Perseverance

Aaron Garvey, Pennsylvania State University, USA
How does progress toward a goal influence perseverance in that goal? Three studies demonstrate that all-or-nothing goals (which provide benefits only upon achieving the end state) result in greater perseverance as a function of progress, whereas goals that accumulate benefits with progress exhibit no such effect.
[ to cite ]:
Aaron Garvey (2011) ,"Sticking to It? How Consumer Goal Progress Affects Goal Perseverance", 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: 545-546.