How to Motivate People: the Influence of Perceived Goal Progress on Construal Level

The primary purpose of this study is to understand the relationship between perceived goal progress and mental construal. Previous studies on self-regulation have investigated the relationship between goal progress and subsequent goal pursuit. However, the studies have not examined how goal progress influences individuals' information processing. Different representations of information resulted from goal progress will suggest that people can more easily process information and be persuaded by messages construed at different levels depending on goal progress.


Jooyoung Park and William M. Hedgcock (2011) ,"How to Motivate People: the Influence of Perceived Goal Progress on Construal Level", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 728-729.


Jooyoung Park, University of Iowa, USA
William M. Hedgcock, University of Iowa, USA


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


Can’t Take the Heat? Randomized Field Experiments in Household Electricity Consumption

Praveen Kumar Kopalle, Dartmouth College, USA

Read More


M11. Motivated to Be Moral: The Effect of Nostalgia on Consumers’ Recycling Behavior

Xiadan Zhang, Renmin University of China
Xiushuang Gong, Jiangnan University
Jing Jiang, Renmin University of China

Read More


E9. “Power Distance, Social Aspiration, and Fair Trade Products” – the Interaction Effect of Power Distance Belief and Status Motivation on Fair Trade Product Consumption

Sunghee Jun, Seoul National University
Libby Youngjin Chun, Seoul National University
Kiwan Park, Seoul National University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.