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The Get Ready Mind-Set: How Gearing Up for Later Impacts Effort Allocation Now

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  • Anick Bosmans
  • Rik Pieters
  • Hans Baumgartner

Abstract

People need to allocate their limited cognitive resources to current and future tasks. We provide evidence that anticipating the resource demands of a future task creates a "get ready mind-set" that mobilizes these resources. However, the mobilized resources for the future task can carry over to unrelated current tasks. This implies the counterintuitive notion that anticipating difficult tasks in the future leads to greater effort expenditure on unrelated tasks in the present. We also demonstrate that resource carryover is particularly likely when consumers' ability to separate tasks is low, whereas resource conservation is more likely when ability to separate is high. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Anick Bosmans & Rik Pieters & Hans Baumgartner, 2010. "The Get Ready Mind-Set: How Gearing Up for Later Impacts Effort Allocation Now," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(1), pages 98-107, June.
    • Handle: RePEc:oup:jconrs:v:37:y:2010:i:1:p:98-107
    DOI: 10.1086/648520
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    Cited by:

    1. Claire M Zedelius & Harm Veling & Erik Bijleveld & Henk Aarts, 2012. "Promising High Monetary Rewards for Future Task Performance Increases Intermediate Task Performance," PLOS ONE, Public Library of Science, vol. 7(8), pages 1-8, August.
    2. Moawiah Awad Alghizzawi & Rosnia Binti Masruki, 2019. "Organizational Commitment and the Readiness towards Accrual Accounting: The Moderating Role of Job Satisfaction," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 9(2), pages 169-178, February.
    3. Dan King & Sumitra Auschaitrakul & Chia-Wei Joy Lin, 2022. "Search modality effects: merely changing product search modality alters purchase intentions," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1236-1256, November.

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