Kindling the Motivational System: Impact of Incidental Hedonic Cues on Goal Pursuit

Monica Wadhwa , INSEAD, France
Baba Shiv, Stanford University, USA
A brief experience with a hedonic cue activates a general-motivational drive, enhancing pursuit of goals, associated with a desirable outcome. Moreover, once the induced motivational drive is satiated, the impact of hedonic cues on subsequent goal pursuit is attenuated. Further, sensitivity to reward-cues and goal desirability moderate these general-motivational effects.
[ to cite ]:
Monica Wadhwa and Baba Shiv (2011) ,"Kindling the Motivational System: Impact of Incidental Hedonic Cues 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.