The Influence of Next-Step Reference Point: a Carrot to Help Getting Out of Middle-Stuck

Dandan Tong, Chinese University of Hong Kong, China
Robert Wyer, Chinese University of Hong Kong, China
People often quit in the middle of a goal pursuit because they become discouraged by their distance from the goal. When they focus on the next step rather than focusing on how much they have done or how much they have to do, their motivation to persist increases.
[ to cite ]:
Dandan Tong and Robert Wyer (2014) ,"The Influence of Next-Step Reference Point: a Carrot to Help Getting Out of Middle-Stuck", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 814-814.