Too Much of a Different Thing? the (De)Motivating Effects of Variety on Goal Pursuit

Jordan Etkin, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA
We propose that the similarity among means used in the course of goal pursuit affects motivation to pursue the goal. A series of studies demonstrates that similar (vs. dissimilar) means increase motivation to pursue a goal when consumers feel that they have made high goal progress, due to inferences of greater focus on goal pursuit.
[ to cite ]:
Jordan Etkin and Rebecca Ratner (2011) ,"Too Much of a Different Thing? the (De)Motivating Effects of Variety on Goal Pursuit", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.