Goal Specificity and the Dynamics of Consumer Motivation: the Role of Reference Point Focus
Many consumer goals lack specific end-states (e.g., lose as much weight or save as much money as possible). We propose that non-specific goals make the initial-state (vs. target end-state) the primary reference point for evaluating progress. Five studies test the dynamic motivational effects of this specificity-based change in reference points.
Scott Wallace and Jordan Etkin (2017) ,"Goal Specificity and the Dynamics of Consumer Motivation: the Role of Reference Point Focus", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 346-349.
Scott Wallace, Duke University, USA
Jordan Etkin, Duke University, USA
NA - Advances in Consumer Research Volume 45 | 2017
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