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



Share Proceeding

Featured papers

See More

Featured

Less Time, More Procrastination? The Impact of Time Pressure on Task Initiation

Jing Jiang, Renmin University of China
Alisa Yinghao Wu, Columbia University, USA

Read More

Featured

Walking the Thin Edge: The Dark Side of Brand Communities and Collecting

Emily Chung, RMIT University
Marcia Christina Ferreira, Brunel University
daiane scaraboto, Pontificia Universidad Católica de Chile

Read More

Featured

Assemblages of Denim: Transforming from Mundane to Remarkable Consumption Object

Eminegül Karababa, Middle East Technical University
Mahmut Sami Islek, Eskisehir Osmangazi University
Ufuk Ay, KTO Karatay University

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.