Lots to Do Or Lots of Ways to Do It? the Role of Mood and Mindset on Goal Motivation

Eunjoo Han, University of Texas at Austin, USA
Andrew Gershoff , University of Texas at Austin, USA
The present research investigates the interactive effects of mood and mindset on motivation in consumers’ goal striving. In three studies, we find that for those in a positive (vs. neutral) mood, an outcome mindset increases motivation. Conversely, being in a positive (vs. neutral) mood decreases motivation for those in a process mindset. The reason for this is rooted in the mood-creativity link, which leads individuals to generate more goal attainment means when in a positive mood. However mindset influences construal of these means. So having more available goal attainment means in an outcome mindset increases motivation because they are seen as more opportunities to achieve the goal. Having more available means in a process mindset decreases motivation because they are seen as more work that must be completed to achieve the goal.
[ to cite ]:
Eunjoo Han and Andrew Gershoff (2015) ,"Lots to Do Or Lots of Ways to Do It? the Role of Mood and Mindset on Goal Motivation", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 548-548.