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It's the Journey, Not the Destination: How Metaphor Drives Growth After Goal Attainment

Author

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  • Huang, Szu-chi

    (Stanford Graduate School of Business)

  • Aaker, Jennifer

    (Stanford Graduate School of Business)

Abstract

People pursue goals throughout their lives, and many of these attempts end happily--a goal is achieved. However, what facilitates the continuation of behaviors that are aligned with the completed goal, such as continuing to monitor food intake after completing a diet program? The results of six studies involving over 1,600 people across cultures and samples (executives in Africa, dieters in a seven-day food diary program, exercisers in a 14-day walking program, and college students) demonstrated that construing an achieved goal as a journey one has completed (compared to an alternative metaphor of having reached a destination, or a no-metaphor control) led to a greater likelihood of people continuing behaviors aligned with this attained goal. These findings demonstrated how shifting people’s focus of a metaphor (i.e., focusing on the journey vs. the destination part of a completed path) can lead to consequentially different perceptions and behaviors. We isolated a mechanism for why people would continue goal-aligned behaviors after attaining their specific goals--enhanced perceptions of personal growth.

Suggested Citation

  • Huang, Szu-chi & Aaker, Jennifer, 2019. "It's the Journey, Not the Destination: How Metaphor Drives Growth After Goal Attainment," Research Papers 3783, Stanford University, Graduate School of Business.
    • Handle: RePEc:ecl:stabus:3783
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    File URL: https://www.gsb.stanford.edu/gsb-cmis/gsb-cmis-download-auth/477956
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    Cited by:

    1. Zhou, Fei & Zhang, Na & Mou, Jian & Zhang, Qin, 2024. "Fueling user engagement in virtual CSR co-creation with mental simulation: A cognitive appraisal perspective," Journal of Business Research, Elsevier, vol. 172(C).
    2. Susan L. Prescott & Jeffrey S. Bland, 2020. "Spaceship Earth Revisited: The Co-Benefits of Overcoming Biological Extinction of Experience at the Level of Person, Place and Planet," IJERPH, MDPI, vol. 17(4), pages 1-20, February.

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