Strengthening the Goal Gradient Effect: the Power of Implicit Temporal Boundaries

We show that goal gradient effects weaken when consumers are considering goal progress that will occur in the future and investigate the role of “bounded” time lags on consumers’ propensity to precommit to begin or complete a goal in the future.


Rebecca Chae and Katherine Burson (2019) ,"Strengthening the Goal Gradient Effect: the Power of Implicit Temporal Boundaries", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 495-496.


Rebecca Chae, University of Michigan, USA
Katherine Burson, University of Michigan, USA


NA - Advances in Consumer Research Volume 47 | 2019

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