Should You Kill Two Birds With One Stone? the Diluting Influence of Having Multiple Goals on Goal Pursuit

When multiple goals are served by a single means, these goals are not created equal regarding their momentum, valence and instrumentality. We demonstrate that a goal with positive valence, higher momentum and instrumentality induces more effort. Meanwhile, multiple goals dilute the effort level through their shared single means.



Citation:

Weixing Ma and Vanessa Patrick (2011) ,"Should You Kill Two Birds With One Stone? the Diluting Influence of Having Multiple Goals 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

Weixing Ma, University of Houston, USA
Vanessa Patrick, University of Houston, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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