How Goal Progress Influences Regulatory Focus in Goal Pursuit

Forthcoming, Journal of Consumer Psychology

67 Pages Posted: 1 Feb 2017

See all articles by Olya Bullard

Olya Bullard

University of Winnipeg

Rajesh Manchanda

University of Manitoba

Date Written: 2017

Abstract

This research examines the influence of goal progress on the regulatory focus of goals. The results of five experiments demonstrate that in earlier stages of goal pursuit, individuals represent goals as promotion-focused, while in later stages of goal pursuit, individuals represent goals as prevention-focused. This effect is driven by the differential reliance on the initial versus the desired state as a reference point throughout goal pursuit. In earlier stages of goal pursuit, reliance on the initial state as a reference point produces a gain-framed assessment of goal progress and leads to a promotion-focused view of goals. In later stages of goal pursuit, reliance on the desired state as a reference point produces a loss-framed assessment of goal progress and leads to a prevention-focused view of goals. Theoretical and practical implications are discussed.

Keywords: regulatory focus, goal progress, motivation

Suggested Citation

Bullard, Olya and Manchanda, Rajesh, How Goal Progress Influences Regulatory Focus in Goal Pursuit (2017). Forthcoming, Journal of Consumer Psychology. Available at SSRN: https://ssrn.com/abstract=2909278

Olya Bullard (Contact Author)

University of Winnipeg ( email )

Winnipeg, Manitoba R3B 2E9
United States

Rajesh Manchanda

University of Manitoba ( email )

501 F.A. Bldg
Winnipeg R3T 5V4, Manitoba R3T 5V5
Canada

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