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The Unexpected Positive Impact of Fixed Structures on Goal Completion

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  • Liyin Jin
  • Szu-Chi Huang
  • Ying Zhang

Abstract

The current research explores how the structure of a goal, more specifically whether its completion requires completing a set of actions in a fixed sequence or in a flexible order, influences consumers' decision to adopt the goal and how individuals actually fare once they have initiated the goal pursuit. Four experiments demonstrated that although the requirement to complete all goal-related actions following a fixed sequence discourages consumers from adopting the goal, this rigidity turns out to be more effective in inducing actual goal completion. This reversal occurs because consumers are unable to foresee the extent to which a fixed goal structure can help reduce the difficulty in goal pursuit.

Suggested Citation

  • Liyin Jin & Szu-Chi Huang & Ying Zhang, 2013. "The Unexpected Positive Impact of Fixed Structures on Goal Completion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(4), pages 711-725.
    • Handle: RePEc:oup:jconrs:doi:10.1086/671762
    DOI: 10.1086/671762
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    Cited by:

    1. Robert A. Peterson & U. N. Umesh, 2018. "On the significance of statistically insignificant results in consumer behavior experiments," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 81-91, January.
    2. 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.
    3. Christoph Bauer & Katie Spangenberg & Eric R. Spangenberg & Andreas Herrmann, 2022. "Collect them all! Increasing product category cross-selling using the incompleteness effect," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 713-741, July.

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