The dynamic impact of variety among means on motivation

Published

Journal Article

Consumers often have a variety of products that they may use to help them pursue their goals. These products constitute a set of means toward consumers' goal attainment. This article investigates (1) how the amount of variety (high vs. low) among a set of means affects motivation to pursue the associated goal and (2) how this relationship changes over the course of goal pursuit as progress is made toward goal attainment. Five studies demonstrate that when progress toward goal attainment is low, having more variety within a set of means to goal attainment increases motivation to pursue the goal. However, when progress toward goal attainment is high, having less variety within a set of means to goal attainment increases motivation to pursue the goal. These findings suggest perceived variety among means is an important determinant of motivation in goal pursuit. © 2011 by JOURNAL OF CONSUMER RESEARCH, Inc. All rights reserved.

Full Text

Duke Authors

Cited Authors

  • Etkin, J; Ratner, RK

Published Date

  • April 1, 2012

Published In

Volume / Issue

  • 38 / 6

Start / End Page

  • 1076 - 1092

International Standard Serial Number (ISSN)

  • 0093-5301

Digital Object Identifier (DOI)

  • 10.1086/661229

Citation Source

  • Scopus