The Categorization Bias: the Effect of Categorization on Goal Progress Perceptions and Motivation

Across six studies, we identify a novel factor that biases consumers’ goal progress perceptions: categorization. Perceiving completed and remaining actions to be in distinct categories leads consumers to infer greater progress when they are farther from their goal, but less progress when they are closer to their goal, with motivational consequences.


Marissa Sharif and Kaitlin Woolley (2019) ,"The Categorization Bias: the Effect of Categorization on Goal Progress Perceptions and Motivation", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 270-274.


Marissa Sharif, University of Pennsylvania, USA
Kaitlin Woolley, Cornell University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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