The Difficulty of Task Initiation Affects Consumers’ Perceived Goal Progress

We demonstrate that consumers perceive they have made more progress towards their goal after completing a goal-relevant task that was difficult (vs. easier) to initiate. We suggest that consumers misattribute the effort they put into initiating the task to be effort they have put towards the goal itself.


Hoori Rafieian and Marissa Sharif (2019) ,"The Difficulty of Task Initiation Affects Consumers’ Perceived Goal Progress", 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.


Hoori Rafieian, Drexel University, USA
Marissa Sharif, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 47 | 2019

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