The course of motivation

Journal of Consumer Psychology · 2011 · Volume 21 · Issue 4

DOI: 10.1016/j.jcps.2011.04.004

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.

Keywords

Self-regulation, Motivation, Goal-gradient, Dynamics, Depletion, Self-signaling

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