When Small Steps Become Big Leaps: Goal-Consistency Judgments and the Illusion of Goal Progress

Andrea Bonezzi, Northwestern University, USA
Alexander Chernev, Northwestern University, USA
People often monitor progress toward a goal by judging whether their actions are consistent with the active goal. However, goal-consistency judgments may create the illusion of goal progress. Specifically, goal-consistency judgments lead to overestimating the progress granted by an action that provides a marginal contribution toward achieving a goal.
[ to cite ]:
Andrea Bonezzi and Alexander Chernev (2011) ,"When Small Steps Become Big Leaps: Goal-Consistency Judgments and the Illusion of Goal Progress", 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.