The Downside of Winning: Self-Regulatory Consequences of Competitive Standing

Szu-Chi Huang, Stanford University, USA
Jordan Etkin, Duke University, USA
Competition is prevalent in our everyday lives. This research adopts a longitudinal perspective to explore the dynamic self-regulatory effects of competitive standing. Four experiments show that being ahead can both enhance and detract from subsequent self-regulation effort, depending on the stage in the competition.
[ to cite ]:
Szu-Chi Huang and Jordan Etkin (2015) ,"The Downside of Winning: Self-Regulatory Consequences of Competitive Standing ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 68-73.