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The Dynamic Impact of Variety among Means on Motivation

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  • Jordan Etkin
  • Rebecca K. Ratner

Abstract

Consumers often have a variety of products that they may use to help them pursue their goals. These products constitute a set of means toward consumers' goal attainment. This article investigates (1) how the amount of variety (high vs. low) among a set of means affects motivation to pursue the associated goal and (2) how this relationship changes over the course of goal pursuit as progress is made toward goal attainment. Five studies demonstrate that when progress toward goal attainment is low, having more variety within a set of means to goal attainment increases motivation to pursue the goal. However, when progress toward goal attainment is high, having less variety within a set of means to goal attainment increases motivation to pursue the goal. These findings suggest perceived variety among means is an important determinant of motivation in goal pursuit.

Suggested Citation

  • Jordan Etkin & Rebecca K. Ratner, 2012. "The Dynamic Impact of Variety among Means on Motivation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(6), pages 1076-1092.
    • Handle: RePEc:oup:jconrs:doi:10.1086/661229
    DOI: 10.1086/661229
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    Citations

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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. Jordan Etkin & Cassie Mogilner, 2016. "Does Variety Among Activities Increase Happiness?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 210-229.
    3. Martenson, Rita, 2018. "Curiosity motivated vacation destination choice in a reward and variety-seeking perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 70-78.
    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. Elena Bassemir & Christian F. Koof & Marion Büttgen, 2016. "Ich fahre wie ich will – Eine experimentelle Untersuchung zur Selbstbestimmung und Motivation von Kunden im Carsharing-Bereich [I Drive as I Want – An Experimental Study Concerning Self-Determinati," Schmalenbach Journal of Business Research, Springer, vol. 68(2), pages 193-227, July.
    6. Kim, Hye-Young, 2024. "The different roads not taken: considering diverse foregone alternatives motivates future goal persistence," LSE Research Online Documents on Economics 121459, London School of Economics and Political Science, LSE Library.
    7. Ricci, Michael A., 2022. "How better client service performance affects auditors' willingness to challenge management's preferred accounting," Accounting, Organizations and Society, Elsevier, vol. 103(C).
    8. 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.

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