Continue Or Give Up? How Publicity and Self-Monitoring Influence Goal Persistence

We examine whether goal publicity and self-monitoring affect goal persistence. Across three experiments, we demonstrate that high self-monitors are more likely to persist following a public failure than a private failure. We also explore two boundary conditions feedback and perceived value of the incentive for achieving the goal.


Jenny Jiao, Cathy Cole, and Yael Zemack-Rugar (2015) ,"Continue Or Give Up? How Publicity and Self-Monitoring Influence Goal Persistence", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 578-579.


Jenny Jiao, University of Iowa, USA
Cathy Cole, University of Iowa, USA
Yael Zemack-Rugar, University of Central Florida, USA


NA - Advances in Consumer Research Volume 43 | 2015

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