Continue Or Give Up? How Publicity and Self-Monitoring Influence Goal Persistence

Jenny Jiao, University of Iowa, USA
Cathy Cole, University of Iowa, USA
Yael Zemack-Rugar, University of Central Florida, USA
We examine whether goal publicity and self-monitoring affect goal persistence. Across three experiments, we demonstrate that high self-monitors are more likely to persist following a public failure than a private failure. We also explore two boundary conditions feedback and perceived value of the incentive for achieving the goal.
[ to cite ]:
Jenny Jiao, Cathy Cole, and Yael Zemack-Rugar (2015) ,"Continue Or Give Up? How Publicity and Self-Monitoring Influence Goal Persistence", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 578-579.