When More Is Not Merrier: the Effect of Feedback Frequency on Goal Performance

Consumers often receive feedback in goal pursuit. This article examines the effect of feedback frequency on consumers’ goal performance — does higher frequency feedback lead to higher goal performance? Four studies demonstrate that while consumers hold the lay belief that higher (vs. lower) frequency feedback leads to higher goal performance, empirical results show that it leads to lower goal performance. This occurs because higher frequency feedback increases the level of perceived goal progress, which reduces consumers’ tendency to continue pursuing the goal. This effect only holds when the feedback information is relevant to goal progress, but is attenuated when the information is irrelevant. Furthermore, this effect is attenuated when the goal is specific.


Isabel Ding and Leonard Lee (2017) ,"When More Is Not Merrier: the Effect of Feedback Frequency on Goal Performance", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1074-1074.


Isabel Ding, National University of Singapore, Singapore
Leonard Lee, National University of Singapore, Singapore


NA - Advances in Consumer Research Volume 45 | 2017

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