Kindling the Motivation System: Impact of Incident Hedonic Cues on Subsequent Goal Pursuit

Monica Wadhwa, Stanford University, USA
Baba Shiv, Stanford University, USA
In this research, we propose that a brief experience with a hedonic cue (e.g. an appetitive drink) activates a general motivation drive, which, in turn enhances pursuit of a subsequently adopted goal (e.g., performance on intellectual goal, dieting goal etc.). Moreover, we show that given a sequence of goals, the activated motivational drive enhances pursuit for the more salient goal, that is, the goal temporally proximal to the source of motivational energy. Finally, we demonstrate that the impact of experiencing the hedonic cue on subsequent goal pursuit is attenuated if the activated motivational drive is satiated prior to the subsequent goal task.
[ to cite ]:
Monica Wadhwa and Baba Shiv (2009) ,"Kindling the Motivation System: Impact of Incident Hedonic Cues on Subsequent Goal Pursuit", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 146-149.