The Unintended Consequences of Long Deadlines on Goal Pursuit

Counter to the common belief that longer deadlines might facilitate goal pursuit by allowing for ample time, we show that longer deadlines could produce unintended detrimental impact on goal pursuit, such as increased difficulty perception, escalation of resource commitment and increased likelihood of quitting.


Meng Zhu, Rajesh Bagchi, and Stefan Hock (2016) ,"The Unintended Consequences of Long Deadlines on Goal Pursuit", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 702-703.


Meng Zhu, Johns Hopkins University, USA
Rajesh Bagchi, Virginia Tech, USA
Stefan Hock , George Mason University


NA - Advances in Consumer Research Volume 44 | 2016

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