When to Put the Cart in Front of the Horse: How Presentation Order of Goal Reward and Effort Information Affects Goal Pursuit

Derick Davis, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Yong Kyu Lee, Virginia Tech, USA
We show how consumers can be motivated to pursue goals at the initial stages of goal-pursuit. We argue that presenting reward information first followed by effort (vs. effort first followed by reward) decreases the salience of effort and enhances goal-pursuit when effort required is large (but not small).
[ to cite ]:
Derick Davis, Rajesh Bagchi, and Yong Kyu Lee (2012) ,"When to Put the Cart in Front of the Horse: How Presentation Order of Goal Reward and Effort Information Affects Goal Pursuit", 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: 280-283.