Kindling the Motivation System: Impact of Incident Hedonic Cues on Subsequent Goal Pursuit

In this research, we propose that a brief experience with a hedonic cue (e.g. an appetitive drink) activates a general motivation drive, which, in turn enhances pursuit of a subsequently adopted goal (e.g., performance on intellectual goal, dieting goal etc.). Moreover, we show that given a sequence of goals, the activated motivational drive enhances pursuit for the more salient goal, that is, the goal temporally proximal to the source of motivational energy. Finally, we demonstrate that the impact of experiencing the hedonic cue on subsequent goal pursuit is attenuated if the activated motivational drive is satiated prior to the subsequent goal task.


Monica Wadhwa and Baba Shiv (2009) ,"Kindling the Motivation System: Impact of Incident Hedonic Cues on Subsequent Goal Pursuit", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 146-149.


Monica Wadhwa, Stanford University, USA
Baba Shiv, Stanford University, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Parallel practices of visual domination and subversion

Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia

Read More


R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands

Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas

Read More


Q9. Free or Fee? Consumers’ Decision to Pay for the Premium Version of a Music Streaming Service Rather than Using its Free Version

Sebastian Danckwerts, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.