Kindling the Motivational System: Impact of Incidental Hedonic Cues on Goal Pursuit

A brief experience with a hedonic cue activates a general-motivational drive, enhancing pursuit of goals, associated with a desirable outcome. Moreover, once the induced motivational drive is satiated, the impact of hedonic cues on subsequent goal pursuit is attenuated. Further, sensitivity to reward-cues and goal desirability moderate these general-motivational effects.


Monica Wadhwa and Baba Shiv (2011) ,"Kindling the Motivational System: Impact of Incidental Hedonic Cues 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.


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


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


I13. Ambient Light, Gender, and Creativity

Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA

Read More


The Best of Both Worlds: Androgyny in Consumer Choice

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

Read More


Trust in the Holy or the Material: The Combined Impact of Religiousness and Materialism on Life Satisfaction

Kelly Gabriel, Vilanova University, USA
Aronte Bennett, Vilanova University, USA

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.