When to Put the Cart in Front of the Horse: How Presentation Order of Goal Reward and Effort Information Affects Goal Pursuit

We show how consumers can be motivated to pursue goals at the initial stages of goal-pursuit. We argue that presenting reward information first followed by effort (vs. effort first followed by reward) decreases the salience of effort and enhances goal-pursuit when effort required is large (but not small).



Citation:

Derick Davis, Rajesh Bagchi, and Yong Kyu Lee (2012) ,"When to Put the Cart in Front of the Horse: How Presentation Order of Goal Reward and Effort Information Affects Goal Pursuit", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 280-283.

Authors

Derick Davis, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Yong Kyu Lee, Virginia Tech, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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