Climbing the Goal Ladder: How Upcoming Actions Increase Level of Aspiration

Minjung Koo, Sungkyunkwan University, Korea
Ayelet Fishbach, University of Chicago, USA
The present research explores whether the way individuals monitor their current goal influences their aspiration level for their next goal: a focus on remaining actions increases the motivation to move up to a more advanced level, whereas a focus on completed actions increases the satisfaction derived from the present level.
[ to cite ]:
Minjung Koo and Ayelet Fishbach (2011) ,"Climbing the Goal Ladder: How Upcoming Actions Increase Level of Aspiration", 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.