The Downside of Winning: Self-Regulatory Consequences of Competitive Standing

Competition is prevalent in our everyday lives. This research adopts a longitudinal perspective to explore the dynamic self-regulatory effects of competitive standing. Four experiments show that being ahead can both enhance and detract from subsequent self-regulation effort, depending on the stage in the competition.


Szu-Chi Huang and Jordan Etkin (2015) ,"The Downside of Winning: Self-Regulatory Consequences of Competitive Standing ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 68-73.


Szu-Chi Huang, Stanford University, USA
Jordan Etkin, Duke University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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