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.
Citation:
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.
Authors
Hoori Rafieian, Drexel University, USA
Marissa Sharif, University of Pennsylvania, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
Placing Identity into the Self-Concept: The Role of Causal Beliefs in Identity-Based Consumption
Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA
Featured
Augmented Reality, Augmented Trust: How Augmented Reality Enhances Consumer Trust In Online Shopping
Alberto Lopez, Tecnológico de Monterrey, MEXICO
Rachel Rodriguez, Tecnológico de Monterrey, MEXICO
Claudia Quintanilla, Tecnológico de Monterrey, MEXICO
Raquel Castaño, Tecnológico de Monterrey, MEXICO
Featured
The Impact of Price and Size Comparisons on Consumer Perception and Choice
Jun Yao, Macquarie University, Australia
Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia