Journey Takes You Beyond the Destination: the Use of Linguistic Metaphor in Sustaining Post Goal-Attainment Motivation

Szu-chi Huang, Stanford University, USA
Jennifer Aaker, Stanford University, USA
Studies with executives, dieters and students show that applying a journey metaphor (versus no metaphor or a destination metaphor) to describe a goal-attainment experience leads to greater meaning, which fuels motivation to continue the behaviors that helped people achieve the goal in the first place.
[ to cite ]:
Szu-chi Huang and Jennifer Aaker (2017) ,"Journey Takes You Beyond the Destination: the Use of Linguistic Metaphor in Sustaining Post Goal-Attainment Motivation", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 129-134.