The “Break-In” Effect: a Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment
Many goal pursuits fail at the stage of task initiation. We find that token “break-in” gestures that are goal-irrelevant, yet break the psychological barrier between pre-pursuit and in-pursuit phases, can increase the likelihood of task initiation and prevent goal abandonment by reducing the perceived dauntingness of the initial task.
Adelle Xue Yang, Babu Gounder, and Rajesh Bagchi (2018) ,"The “Break-In” Effect: a Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 160-164.
Adelle Xue Yang, National University of Singapore, Singapore
Babu Gounder, University of Miami, USA
Rajesh Bagchi, Virginia Tech, USA
NA - Advances in Consumer Research Volume 46 | 2018
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