Climbing the Goal Ladder: How Upcoming Actions Increase Level of Aspiration

The present research explores whether the way individuals monitor their current goal influences their aspiration level for their next goal: a focus on remaining actions increases the motivation to move up to a more advanced level, whereas a focus on completed actions increases the satisfaction derived from the present level.


Minjung Koo and Ayelet Fishbach (2011) ,"Climbing the Goal Ladder: How Upcoming Actions Increase Level of Aspiration", 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.


Minjung Koo, Sungkyunkwan University, Korea
Ayelet Fishbach, University of Chicago, USA


NA - Advances in Consumer Research Volume 38 | 2011

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