Confidence, Mindset, and Self-Efficacy in Goal Pursuit

This paper explores how to mitigate the adverse effect of low confidence in reaching a goal, given that low confidence might have a detrimental effect on taking the necessary actions to accomplish the goal. Specifically, perceived self-efficacy is proposed to be an important benchmark dependent variable to focus on as prior research has shown a positive relationship between self-efficacy and persistency in pursing a goal. A study was conducted to investigate the effect of priming a deliberative or an implementational mindset on perceived self-efficacy across the high and low confidence conditions. The results are discussed and future research directions are proposed.


Chiu-chi Angela Chang and Xiaojing Yang (2010) ,"Confidence, Mindset, and Self-Efficacy in Goal Pursuit", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 767-768 .


Chiu-chi Angela Chang, Shippensburg University, USA
Xiaojing Yang, University of Wisconsin-Milwaukee, USA


NA - Advances in Consumer Research Volume 37 | 2010

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