The Effect of Goal Progress Salience Cues in Effortful Consumer Domains: an Implicit Theory Perspective

Pragya Mathur, Baruch College, USA
Lauren Block, Baruch College, USA
Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA
Consumers are surrounded by products and services that provide cues to mark progress (called goal progress salience cues). We show that when tasks are demanding and require effort, consumers’ performance and satisfaction varies in response to such cues, depending on whether they endorse an incremental or an entity theory.
[ to cite ]:
Pragya Mathur, Lauren Block, and Ozge Yucel-Aybat (2013) ,"The Effect of Goal Progress Salience Cues in Effortful Consumer Domains: an Implicit Theory Perspective", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.