Managing Motivation Over Time: How Focusing on the Present Versus Future Influences Goal Pursuit

Jordan Etkin, Duke University, USA
Rebecca Ratner, University of Maryland, USA
This research demonstrates that temporal cues directing consumers to focus on goal pursuit in the present versus future differently impact consumer motivation as a function of perceived level of progress towards goal attainment. We find focusing the present (future) increases motivation at low (high) levels of perceived progress.
[ to cite ]:
Jordan Etkin and Rebecca Ratner (2013) ,"Managing Motivation Over Time: How Focusing on the Present Versus Future Influences Goal Pursuit", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.