Journal article
The Effects of Goal Publicity and Self-Monitoring on Escalation of Goal Commitment
Journal of consumer behaviour, Vol.19(3), pp.219-228
05/2020
DOI: 10.1002/cb.1806
Abstract
The current research examines whether the public or private nature of consumer goals affects goal-commitment escalation following initial goal failure. In particular, the authors explore the moderating role of self-monitoring. Across three experiments, the authors demonstrate that high self-monitors are more likely to persist following a public failure than a private failure. However, the public versus private nature of the goal failure does not affect low self-monitors' persistence. The authors also explore two boundary conditions for this effect by manipulating the timing of feedback and by testing the role of the perceived value of the incentive for achieving the goal. The article concludes with a discussion of theoretical and managerial insights from this work.
Details
- Title: Subtitle
- The Effects of Goal Publicity and Self-Monitoring on Escalation of Goal Commitment
- Creators
- Jinfeng Jiao - Binghamton UniversityCatherine A. Cole - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Journal of consumer behaviour, Vol.19(3), pp.219-228
- DOI
- 10.1002/cb.1806
- ISSN
- 1472-0817
- eISSN
- 1479-1838
- Publisher
- Wiley
- Number of pages
- 10
- Language
- English
- Date published
- 05/2020
- Academic Unit
- Marketing
- Record Identifier
- 9984962887702771
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