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Continued goal pursuit in time-bound goals

Author

Listed:
  • Anish Nagpal

    (The University of Melbourne)

  • Adwait Khare

    (University of Texas at Arlington)

  • Mehdi T. Hossain

    (University of Rhode Island)

Abstract

We examine how motivation to continue pursuing a goal (e.g., lose 20 pounds in 10 weeks) is impacted not only by the extent of the goal progress to date but also by the amount of the time remaining for goal completion, an aspect unique to time-bound goals. We show that the effect of goal progress on motivation to keep pursuing the goal is accentuated when the time remaining for completing a time-bound goal is scarce versus abundant. We also find that this accentuation is stronger for all-or-nothing versus flexible goals. Our research contributes to the understanding of goal progress by presenting resource (time) scarcity’s motivational influence on pursuing time-bound goals.

Suggested Citation

  • Anish Nagpal & Adwait Khare & Mehdi T. Hossain, 2024. "Continued goal pursuit in time-bound goals," Marketing Letters, Springer, vol. 35(3), pages 489-501, September.
    • Handle: RePEc:kap:mktlet:v:35:y:2024:i:3:d:10.1007_s11002-024-09717-7
    DOI: 10.1007/s11002-024-09717-7
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    References listed on IDEAS

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    1. Joseph C. Nunes & Xavier Drze, 2006. "The Endowed Progress Effect: How Artificial Advancement Increases Effort," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(4), pages 504-512, March.
    2. Ran Kivetz & Oleg Urminsky & Yuhuang Zheng, 2006. "The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention," Natural Field Experiments 00658, The Field Experiments Website.
    3. Ravi Mehta & Meng Zhu, 2016. "Creating When You Have Less: The Impact of Resource Scarcity on Product Use Creativity," Journal of Consumer Research, Oxford University Press, vol. 42(5), pages 767-782.
    4. Philip M. Fernbach & Christina Kan & John G. Lynch Jr., 2015. "Squeezed: Coping with Constraint through Efficiency and Prioritization," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(5), pages 1204-1227.
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