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

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