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The Small-Area Hypothesis: Effects of Progress Monitoring on Goal Adherence

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  • Minjung Koo
  • Ayelet Fishbach

Abstract

This article examines a small-area hypothesis: individuals striving toward a goal end state exhibit greater motivation when their attention is directed to whichever is smaller in size--their accumulated or remaining progress. The result is that, at the beginning of goal pursuit, directing attention to accumulated progress increases goal adherence relative to directing attention to remaining progress (e.g., 20% completed is more impactful than 80% remaining). However, with closeness to the goal, directing attention to accumulated progress lessens goal adherence relative to directing attention to remaining progress (e.g., 20% remaining is more impactful than 80% completed; studies 1-2). The focus on small areas increases motivation by creating an illusion of fast progress (study 3). Therefore, when individuals wish to prolong goal pursuit and avoid reaching the goal's end state, they slow down goal adherence when their attention is directed to small areas (study 4).

Suggested Citation

  • Minjung Koo & Ayelet Fishbach, 2012. "The Small-Area Hypothesis: Effects of Progress Monitoring on Goal Adherence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(3), pages 493-509.
    • Handle: RePEc:oup:jconrs:doi:10.1086/663827
    DOI: 10.1086/663827
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    Cited by:

    1. Kunter Gunasti & Timucin Ozcan, 2019. "The role of scale-induced round numbers and goal specificity on goal accomplishment perceptions," Marketing Letters, Springer, vol. 30(2), pages 207-217, June.
    2. Gutt, Dominik & von Rechenberg, Tobias & Kundisch, Dennis, 2020. "Goal achievement, subsequent user effort and the moderating role of goal difficulty," Journal of Business Research, Elsevier, vol. 106(C), pages 277-287.
    3. 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.
    4. Elizabeth W. Cavadel & Jacqueline F. Kauff & Mary Anne Anderson & Sheena McConnell & Michelle Derr, "undated". "Self-Regulation and Goal Attainment: A New Perspective for Employment Programs," Mathematica Policy Research Reports e49aff23628f45bd847fd2e86, Mathematica Policy Research.
    5. Lee, Shinhyoung & Park, Kiwan, 2022. "How looking forward over the short period to-go affects consumer enjoyment: Role of temporal scarcity in access-based services," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    6. Roberts, Annabelle R. & Fishbach, Ayelet, 2020. "When wanting closure reduces patients’ patience," Organizational Behavior and Human Decision Processes, Elsevier, vol. 161(S), pages 85-94.
    7. Yang, Morgan X. & Zeng, Kevin J. & Chan, Haksin & Yu, Irina Y., 2021. "Managing loyalty program communications in the digital era: Does culture matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    8. Haoyu Liu & Lifeng Yang & Duane T. Wegener, 2023. "Effects of labeling on risk taking in “leveling-up” decisions: ascending versus descending permutations and ending in terminal values," Marketing Letters, Springer, vol. 34(1), pages 125-138, March.
    9. Stamatogiannakis, Antonios & Chattopadhyay, Amitava & Chakravarti, Dipankar, 2018. "Attainment versus maintenance goals: Perceived difficulty and impact on goal choice," Organizational Behavior and Human Decision Processes, Elsevier, vol. 149(C), pages 17-34.
    10. 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).
    11. Hwang, Jiyoung & Choi, Laee, 2020. "Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty," Journal of Business Research, Elsevier, vol. 106(C), pages 365-376.
    12. Huang, Yunhui & Jia, Yanli, 2019. "Remaining focus increases task evaluation and future task perseverance," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 251-263.
    13. Kuppuswamy, Venkat & Bayus, Barry L., 2017. "Does my contribution to your crowdfunding project matter?," Journal of Business Venturing, Elsevier, vol. 32(1), pages 72-89.
    14. Dennis Kundisch & Tobias Rechenberg, 2017. "Does the Framing of Progress Towards Virtual Rewards Matter?," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 59(4), pages 207-222, August.
    15. 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).
    16. 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.
    17. 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.
    18. Som, Anirban & Dubelaar, Chris & Chowdhury, Rafi M.M.I., 2019. "The effects of goal orientation on goal pursuit," Journal of Business Research, Elsevier, vol. 104(C), pages 322-332.
    19. Yudong Zhang & Huilong Zhang & Chubing Zhang & Dongjin Li, 2020. "The Impact of Self-Quantification on Consumers’ Participation in Green Consumption Activities and Behavioral Decision-Making," Sustainability, MDPI, vol. 12(10), pages 1-21, May.
    20. Bram Van Den Bergh & Nico Heuvinck & Gaby A. C. Schellekens & Iris Vermeir, 2016. "Altering Speed of Locomotion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 407-428.
    21. 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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