Beat Competitors Or Beat Yourself: Differential Effects of Goal Focus on Players’ Motivation in Different Stages of Competitive Goal Pursuit

We examine how to motivate individuals in competitive goal pursuit. We propose that thinking about rivalry and competition elicits higher motivation before the competition starts. Once the actual competition begins, we predict that individuals are more motivated by focusing on the fixed performance standard to achieve (vs. rivalry and competition).



Citation:

Eunjoo Han and Ying Zhang (2013) ,"Beat Competitors Or Beat Yourself: Differential Effects of Goal Focus on Players’ Motivation in Different Stages of Competitive Goal Pursuit", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Eunjoo Han, University of Texas at Austin, USA
Ying Zhang, University of Texas at Austin, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

N5. Mixed Feelings, Mixed Baskets: How Emotions of Pride and Guilt Drive the Relative Healthiness of Sequential Food Choices

Julia Storch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jing Wan, University of Groningen, The Netherlands

Read More

Featured

E12. Green versus Premium Choice and Feelings of Pride

Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná

Read More

Featured

Inequality and Market (In)efficiency

Serena Hagerty, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

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.