Winning Through Conflict: When Goal-Conflict Increases Motivation

People often pursue multiple conflicting goals. According to past literature inter-goal conflict induces difficulty in deciding which goal to pursue, which in turn has a negative effect on goal pursuit. In contrast, we show that experiencing inter-goal conflict and decision difficulty can increase perceived goal importance and lead to higher motivation.



Citation:

Jordan Etkin, Anastasiya Pocheptsova, and Uzma Kahn (2011) ,"Winning Through Conflict: When Goal-Conflict Increases Motivation", 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: 55.

Authors

Jordan Etkin, University of Maryland, USA
Anastasiya Pocheptsova, University of Maryland, USA
Uzma Kahn, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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