Jump Start Hypothesis

Sunaina Chugani, The University of Texas at Austin, USA
Rajagopal Raghunathan, The University of Texas at Austin, USA
Ying Zhang, The University of Texas at Austin, USA
Just as physical objects exhibit inertia (i.e., bodies in motion [rest] tend to stay in motion [rest] — Newton’s first law), we posit that individuals who have begun a task (vs. not begun) are more likely stay engaged in it. In study one, individuals who believed they were in motion with (vs. preparing to begin) a task showed higher motivation when pursuing a subsequent task. In study two, participants in motion [rest] enjoyed the same piece of music more when it was framed as energetic [relaxing], exhibiting inertial tendencies. Study three illustrates that individuals use this property of inertia in self-regulation.
[ to cite ]:
Sunaina Chugani, Rajagopal Raghunathan, and Ying Zhang (2009) ,"Jump Start Hypothesis", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 979-979.