Kids in the Candy Store: the Motivational Consequences of Multiple Goals

Szu-chi Huang, University of Texas at Austin, USA
Ying Zhang, University of Texas at Austin, USA
We explore how the freedom to choose between multiple different rewards exerts different motivational consequences depending on goal pursuit stage. At the initiation stage, multiple rewards are perceived as substitutable, and such freedom of choice enhances motivation. At the advanced stage, multiple rewards are perceived as mutually competitive, lowering motivation.
[ to cite ]:
Szu-chi Huang and Ying Zhang (2012) ,"Kids in the Candy Store: the Motivational Consequences of Multiple Goals", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 90-94.