TITLE

Motivational Consequences of Perceived Velocity in Consumer Goal Pursuit

AUTHOR(S)
Huang, Szu-chi; Zhang, Ying
PUB. DATE
December 2011
SOURCE
Journal of Marketing Research (JMR);Dec2011, Vol. 48 Issue 6, p1045
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The authors explore the interplay between consumers' progress levels toward attaining a goal and the perceived velocity in progressing toward the goal to determine consumers' motivation for further goal pursuit. The authors propose that when progress toward attaining a goal is low, consumers are primarily concerned about the question 'Can I get there??' Thus, a high (vs. low) perceived velocity in progressing suggests greater expectations of goal attainment, resulting in greater motivation for pursuing the goal. However, when consumers have achieved sufficient progress and are approaching the end point, their attainment of the goal is relatively secured, so they become more concerned about the question 'When will I get there??' and focus more on whether they are effectively reducing the remaining discrepancy so that they can attain the goal quickly. In this case, a low (vs. high) perceived velocity in progressing elicits greater motivation because it suggests that continued effort is needed to ensure a speedy attainment. Empirical evidence from lab and field experiments supports this hypothesis.
ACCESSION #
67729132

 

Related Articles

  • When Behaving Bad is Good: Self-Regulatory Enhancement by Strategic Goal Deviation in Consumption. Coelho do Vale, Rita; Pieters, Rik; Zeelenberg, Marcel // Advances in Consumer Research;2006, Vol. 33 Issue 1, p332 

    The authors focus on goals as a crucial part of consumer behavior and the pursuit of goals, which includes coping with challenges. Results from their experimental studies demonstrate that moments of goal relaxation in self-regulatory processes that are counterproductive to immediate goal...

  • Recurring Goals and Learning: The Impact of Successful Reward Attainment on Purchase Behavior. Dr├Ęze, Xavier; Nunes, Joseph C // Journal of Marketing Research (JMR);Apr2011, Vol. 48 Issue 2, p268 

    The authors examine the impact of successfully attaining a goal on future effort directed at attaining the same goal. Using data from a major frequent-flier program, they demonstrate empirically how success contributes to an increase in effort exhibited in consecutive attempts to reach a goal....

  • Preventive Health Behaviors - The Psycho-marketing Approach. Shoham, Aviv; Saker, Merav; Gavish, Yossi // International Journal of Psychological Studies;Jun2012, Vol. 4 Issue 2, p56 

    This paper focuses on consumers' adoption of preventive health behaviors (PHB). It aims to explain PHB among Israeli consumers by examining their motives, needs, and actions. A model of PHB based on two approaches used previously (Moorman & Matulich, 1993; Jayanty & Burns, 1998) is developed and...

  • Laddering. Holtzclaw, Eric V. // Laddering;1/13/2014, p1 

    Change is something that can always be counted on. This is especially true in the world of marketing and advertising. For decades, marketing campaigns told consumers why they needed a product, and until the invention of the Internet, consumers were okay with this. Today, consumers are looking...

  • SUBJECTIVE ELEMENTS IN THE EXAMINATION OF TIME EXPENDITURES. Hendrix, Philip B. // Advances in Consumer Research;1980, Vol. 7 Issue 1, p437 

    Models of time allocation, following the cognitive approach to motivation, view individuals as striving to satisfy their needs by setting goals and choosing behavior that they believe will allow them to achieve these goals. Identification of these needs and their saliences is, of course, an...

  • Holding All the Cards. Shepherdson, Nancy // American Demographics;Feb2000, Vol. 22 Issue 2, p35 

    Deals with the use of frequent-shopper card programs to predict and mold consumer behavior. Effect of frequent-shopper cards on shoppers' decision to purchase; Ways to market effectively to consumers; Impact of card programs on customer loyalty; Information on some companies with...

  • THE LOYALTY PROGRAM RIP-OFF. Sharp, Byron // B&T Magazine;2/19/2010, Vol. 60 Issue 2710, p16 

    The author reflects on the impact of customer loyalty programs on consumer behavior.

  • Toward a Renaissance of Goals in Consumer Research on Attitudes and Decision Making. Baumgartner, Hans // Advances in Consumer Research;1994, Vol. 21 Issue 1, p138 

    The article discusses a session in which papers discussing the role of goals in consumer attitudes and decisions were presented. Topics of papers including modeling goal structures, consumer self-regulation, and the relationship between research of consumer goals and research on heuristics and...

  • Loyalty Incentives. Seybold, Patricia // Executive Excellence;Jul2001, Vol. 18 Issue 7, p15 

    Points out the necessity of considering varied types of motivators for loyalty in customer loyalty programs. Matching of motivator type to target consumers; Financial value of a loyal customer; Positive and negative expressions of motivations for loyalty; Dangers of outside loyalty programs.

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics