It's the Journey That Matters: the Effects of Feelings of Movement Toward a Goal on Reward Value

Jongmin Kim, Singapore Management University, Singapore
Nathan Novemsky, Yale University, USA
Ravi Dhar, Yale University, USA
The present research focuses on a novel aspect of goal pursuit: feelings arising from movement towards the goal. We show that people get pleasure from a sense of moving forward, and the positive feelings evoked from movement are attributed to the reward associated with goal attainment, enhancing its value.
[ to cite ]:
Jongmin Kim, Nathan Novemsky, and Ravi Dhar (2013) ,"It's the Journey That Matters: the Effects of Feelings of Movement Toward a Goal on Reward Value", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.