Moderating the Progress Bias: the Role of Goal Orientation

Consumers do not always accurately monitor their goal progress. The present research examines how promotion focus influences the belief that goal-consistent behaviors have a greater impact on goal progress than goal-inconsistent behaviors (the “progress bias”). The research further examines how promotion focus, by affecting the progress bias, impairs goal pursuit.


Margaret C. Campbell, Justin Pomerance, and Caleb Warren (2019) ,"Moderating the Progress Bias: the Role of Goal Orientation", 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.


Margaret C. Campbell, University of Colorado, USA
Justin Pomerance, University of Colorado, USA
Caleb Warren, University of Arizona, USA


NA - Advances in Consumer Research Volume 47 | 2019

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