Motivating Consumers in Goal Pursuit

How can marketers and organizations motivate consumers in goal pursuit? This session brings together three papers that offer ways to improve strategies for motivating consumers through 1) the presence of incentives, 2) the salience of incentives, and 3) the salience of goal-pursuit difficulty.


Alexander Park, Rachel Gershon, Marissa Sharif, Y. Rin Yoon, Kaitlin Woolley, Matt Healey, and Robyn LeBoeuf (2021) ,"Motivating Consumers in Goal Pursuit", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 751-755.


Alexander Park, Washington University in St. Louis
Rachel Gershon, San Diego
Marissa Sharif, The Wharton School of the University of Pennsylvania
Y. Rin Yoon, Cornell University
Kaitlin Woolley, Cornell University
Matt Healey, Washington University in St. Louis
Robyn LeBoeuf, Washington University in St. Louis


NA - Advances in Consumer Research Volume 49 | 2021

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Featured papers

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Worse is Bad: Asymmetric Inferences on Items and Assortments From Logically Equivalent Comparisons

Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA

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B5. Money Doesn’t Buy Happiness, But What About Buying Trust? The Effectiveness of Financial Compensation in Restoring Trust After Double Deviation

Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Cristiane Pizzutti, UFRGS
Katja Gelbrich, Catholic University Eichstätt-Ingolstadt

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L2. Wish List Thinking: The Role of Psychological Ownership in Consumer Likelihood to Purchase or Remove a Product from an Online Wish List

Christopher Groening, Kent State University, USA
Jennifer Wiggins, Kent State University, USA
Iman Raoofpanah, Kent State University, USA

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