“Can You” Or “Will You”: How Progress-Based Inferences Impact Motivation in Consumer Goal Pursuit

We propose that when progress on a goal is low, endowed progress (vs. progress made through effort) is more motivating because it signals higher goal attainability. Conversely, when progress on a goal is high, progress made through personal effort (vs. endowed progress) should be more motivating because it signals a greater goal value.



Citation:

Ying Zhang and Szu-Chi Huang (2011) ,"“Can You” Or “Will You”: How Progress-Based Inferences Impact Motivation in Consumer 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

Ying Zhang, University of Texas at Austin, USA
Szu-Chi Huang, University of Texas at Austin, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?

David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada

Read More

Featured

E9. “Power Distance, Social Aspiration, and Fair Trade Products” – the Interaction Effect of Power Distance Belief and Status Motivation on Fair Trade Product Consumption

Sunghee Jun, Seoul National University
Libby Youngjin Chun, Seoul National University
Kiwan Park, Seoul National University, USA

Read More

Featured

A Computational Social Science Framework for Visualizing the Possibility Space of Consumer-Object Assemblages from IoT Interaction Data

Donna Hoffman, George Washington University, USA
Thomas Novak, George Washington 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.