Been There, Done That: The Impact of Effort Investment on Goal Value and Consumer Motivation

In the present article, we propose that consumers ’ initial effort investment in pur-suing a goal may increase or decrease the value of the goal and the consumer’s subsequent motivation, depending on whether the pursuit of the goal is perceived to be one’s autonomous choice. When consumers perceive that the goal they pursue is adopted through an autonomous choice, the initial effort investment is experienced as reflecting the value of the goal; therefore, greater effort should increase the value of the goal as well as consumers ’ subsequent motivation. Con-versely, if consumers perceive that the goal has been imposed on them, they experience psychological reactance that is proportional to the amount of effort that they expend in pursuing the goal; thus, they devalue the goal as they invest more effort in its pursuit and show lower subsequent motivation. Afundamental premise in the study of consumer goalpursuit is that people are motivated to pursue goals that are valuable to them; therefore, the understanding of goal value has taken center stage in the research of moti-vation. A large body of research has suggested that, rather than being stable and constant, the value of goals is mal-