Too Much of a Different Thing? the (De)Motivating Effects of Variety on Goal Pursuit

We propose that the similarity among means used in the course of goal pursuit affects motivation to pursue the goal. A series of studies demonstrates that similar (vs. dissimilar) means increase motivation to pursue a goal when consumers feel that they have made high goal progress, due to inferences of greater focus on goal pursuit.



Citation:

Jordan Etkin and Rebecca Ratner (2011) ,"Too Much of a Different Thing? the (De)Motivating Effects of Variety on Goal Pursuit", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Jordan Etkin, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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