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Research Details

The Course of Motivation, Journal of Consumer Psychology

Abstract

This article explores the course of motivation in pursuing various goals. We distinguish between two dimensions of motivation: the motivation to attain a focal goal (outcome-focused dimension) and the motivation to “do things right” in the process of reaching that goal (means-focused dimension). We identify the conditions under which the motivation to reach a focal goal increases versus decreases over the course of goal pursuit. We then propose that the motivation to “do things right” follows a u-shaped pattern, such that it is higher at the beginning and end of goal pursuit than in the middle.

Type

Article

Author(s)

Rima Toure-Tillery, Ayelet Fishbach

Date Published

2011

Citations

Toure-Tillery, Rima, and Ayelet Fishbach. 2011. The Course of Motivation. Journal of Consumer Psychology. 21(4): 414-423.

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