Pleasure, Pain, and Focus on Initial Vs. End States As Determinants of Motivation in Goal Pursuit

Juliano Laran, University of Miami, USA
Keith Wilcox, Babson College, USA
Goal valence may determine motivation. When the goal is to approach pleasure, the farther people are from the end state the more motivated they are to reach it. When the goal is to avoid pain, the closer people are to the initial state the more motivated they are to avoid it.
[ to cite ]:
Juliano Laran and Keith Wilcox (2011) ,"Pleasure, Pain, and Focus on Initial Vs. End States As Determinants of Motivation in Goal Pursuit", 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: 158-159.