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How Endowed versus Earned Progress Affects Consumer Goal Commitment and Motivation

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  • Ying Zhang
  • Szu-Chi Huang

Abstract

Because consumers ask different questions to establish commitment at beginning versus advanced stages of goal pursuit, we propose that progress that they attribute to themselves and to the situation will have a distinctive impact on motivation, depending on their relative position in goal pursuit. When progress on achieving a goal is low, people are concerned about its attainability. Because attributing low progress to self (vs. to the situation) signals a higher difficulty of goal attainment, it leads to lower goal commitment and, subsequently, decreased motivation. Conversely, when progress on achieving the goal is high and attainment of the goal is relatively secured, people are more concerned about the value of the goal. Because attributing a high progress to self (vs. to the situation) signals a greater value of the goal, it should lead to greater goal commitment and, subsequently, higher motivation. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Ying Zhang & Szu-Chi Huang, 2010. "How Endowed versus Earned Progress Affects Consumer Goal Commitment and Motivation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(4), pages 641-654, December.
    • Handle: RePEc:oup:jconrs:v:37:y:2010:i:4:p:641-654
    DOI: 10.1086/655417
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    Cited by:

    1. Scott G Wallace & Jordan Etkin & Johar GitaEditor & Rajesh BagchiAssociate Editor, 2018. "How Goal Specificity Shapes Motivation: A Reference Points Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 1033-1051.
    2. Xie, Lishan & Liu, Canmian & Li, Yaoqi & Zhu, Tengteng, 2023. "How to inspire users in virtual travel communities: The effect of activity novelty on users’ willingness to co-create," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Dellande, Stephanie & Gilly, Mary C. & Graham, John L., 2016. "Managing consumer debt: Culture, compliance, and completion," Journal of Business Research, Elsevier, vol. 69(7), pages 2594-2602.
    4. Park, Sohyeon & Kim, Kacy & Park, Seolwoo & Choi, Yung Kyun & Yoon, Sukki, 2023. "Cancel anytime!: How easy cancellation options enhance purchase intentions for services that require long-term commitments," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Jisu J. Kim & Lena Steinhoff & Robert W. Palmatier, 2021. "An emerging theory of loyalty program dynamics," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 71-95, January.
    6. Yan Zhang & Leilei Gao, 2016. "Wanting Ever More: Acquisition Procedure Motivates Continued Reward Acquisition," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 230-245.
    7. Baek, Tae Hyun & Yoon, Sukki, 2020. "Looking forward, looking back: The impact of goal progress and time urgency on consumer responses to mobile reward apps," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    8. Keri L. Kettle & Remi Trudel & Simon J. Blanchard & Gerald Häubl, 2016. "Repayment Concentration and Consumer Motivation to Get Out of Debt," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 460-477.
    9. Paulo B. Goes & Chenhui Guo & Mingfeng Lin, 2016. "Do Incentive Hierarchies Induce User Effort? Evidence from an Online Knowledge Exchange," Information Systems Research, INFORMS, vol. 27(3), pages 497-516, September.
    10. Jin, Liyin & Xu, Qian & Wang, Yajin & Zhang, Ying, 2021. "The divergent impact of reward magnitude on goal eagerness and effort investment," Organizational Behavior and Human Decision Processes, Elsevier, vol. 167(C), pages 101-113.
    11. Huang, Szu-chi & Jin, Liyin & Zhang, Ying, 2017. "Step by step: Sub-goals as a source of motivation," Organizational Behavior and Human Decision Processes, Elsevier, vol. 141(C), pages 1-15.
    12. Hofacker, Charles F. & de Ruyter, Ko & Lurie, Nicholas H. & Manchanda, Puneet & Donaldson, Jeff, 2016. "Gamification and Mobile Marketing Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 25-36.

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