How Endowed versus Earned Progress Affects Consumer Goal Commitment and Motivation
How Endowed versus Earned Progress Affects Consumer Goal Commitment and Motivation
复制标题
赋予进步与获得进步如何影响消费者的目标承诺和动机
DOI：
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发表时间：
2010
期刊：
影响因子：
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通讯作者：
Szu‐chi Huang
中科院分区：
文献类型：
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作者：
Ying Zhang;Szu‐chi Huang
由于消费者在目标追求的开始阶段和后期阶段会提出不同的问题来建立承诺，因此我们认为，他们归因于自己和情况的进步将对动机产生独特的影响，具体取决于他们在目标追求中的相对地位。当实现目标的进展缓慢时，人们会担心其可实现性。因为将低进展归因于自我（相对于情况）意味着实现目标的难度更高，因此会导致目标承诺降低，从而降低动力。相反，当实现目标的进度较高且目标的实现相对有保障时，人们更关心目标的价值。因为将高进步归因于自我（相对于情况）标志着目标的更大价值，所以它应该导致更大的目标承诺，从而带来更高的动力。
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.
预期 x 价值效应：监管重点作为规模和方向的决定因素。
影响因子：
7.6
作者：
Shah,J;Higgins,ET
通讯作者：
Higgins,ET