Beat Competitors Or Beat Yourself: Differential Effects of Goal Focus on Players’ Motivation in Different Stages of Competitive Goal Pursuit

Eunjoo Han, University of Texas at Austin, USA
Ying Zhang, University of Texas at Austin, USA
We examine how to motivate individuals in competitive goal pursuit. We propose that thinking about rivalry and competition elicits higher motivation before the competition starts. Once the actual competition begins, we predict that individuals are more motivated by focusing on the fixed performance standard to achieve (vs. rivalry and competition).
[ to cite ]:
Eunjoo Han and Ying Zhang (2013) ,"Beat Competitors Or Beat Yourself: Differential Effects of Goal Focus on Players’ Motivation in Different Stages of Competitive Goal Pursuit", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.