Group Goals and Sources of Motivation: When Others Don’T Get the Job Done, I (Might) Pick Up the Slack

Minjung Koo, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
Marlone Henderson, University of Chicago, USA
This research addresses what factors best motivate individuals to work toward group goals. We propose that individuals who are not highly identified with members of a group are most affected by information on other group members’ contribution to date, because this information suggests that a group's goal is valuable. In contrast, individuals who are already highly identified with members of a group are most affected by information on required contributions to complete the goal, because this information emphasizes the need to progress to complete the goal.
[ to cite ]:
Minjung Koo, Ayelet Fishbach, and Marlone Henderson (2009) ,"Group Goals and Sources of Motivation: When Others Don’T Get the Job Done, I (Might) Pick Up the Slack", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 202-205.