“Can You” Or “Will You”: How Progress-Based Inferences Impact Motivation in Consumer Goal Pursuit

Ying Zhang, University of Texas at Austin, USA
Szu-Chi Huang, University of Texas at Austin, USA
We propose that when progress on a goal is low, endowed progress (vs. progress made through effort) is more motivating because it signals higher goal attainability. Conversely, when progress on a goal is high, progress made through personal effort (vs. endowed progress) should be more motivating because it signals a greater goal value.
[ to cite ]:
Ying Zhang and Szu-Chi Huang (2011) ,"“Can You” Or “Will You”: How Progress-Based Inferences Impact Motivation in Consumer 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.