When Goal Conflict Increases Motivation

Consumers 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 can lead to higher motivation by increasing perceived goal importance.


Jordan Etkin, Uzma Khan, and Anastasiya Pocheptsova (2013) ,"When Goal Conflict Increases Motivation", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 194-195.


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


E - European Advances in Consumer Research Volume 10 | 2013

Share Proceeding

Featured papers

See More


Identity Threats, Compensatory Consumption and Working Memory Capacity: When and Why Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products

Read More


J7. Alienation from Ourselves, Alienation from Our Products: A Carry-over Effect of Self-alienation on Self-possession Connection

(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology

Read More


‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption

Pao Franco, University of Melbourne, Australia

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.