Should You Kill Two Birds With One Stone? the Diluting Influence of Having Multiple Goals on Goal Pursuit

Weixing Ma, University of Houston, USA
Vanessa Patrick, University of Houston, USA
When multiple goals are served by a single means, these goals are not created equal regarding their momentum, valence and instrumentality. We demonstrate that a goal with positive valence, higher momentum and instrumentality induces more effort. Meanwhile, multiple goals dilute the effort level through their shared single means.
[ to cite ]:
Weixing Ma and Vanessa Patrick (2011) ,"Should You Kill Two Birds With One Stone? the Diluting Influence of Having Multiple Goals 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.