Planning for Multiple Shopping Goals in the Marketplace

Four online grocery‐shopping experiments and one field study using video‐tracking technology at a grocery store document how shoppers’ motivation evolves from the beginning to the end of their shopping trips. We uncover unique motivational patterns as shoppers achieve multiple subgoals (i.e., choose multiple grocery items) to complete their trips: a monotonic decrease in motivation for shoppers with a shopping list versus a curvilinear trend (i.e., decrease then increase) in motivation for shoppers without a list. In addition, we demonstrate how to reverse the observed patterns for shoppers with a list by changing their reference points for tracking progress. The discovery of the moderating role of shopping‐list usage adds to the bubbling dialogue in goal pursuit and shopper psychology research concerning how consumer motivation follows either a monotonic trend (e.g., a goal gradient effect) or a nonmonotonic trend (e.g., the stuck‐in‐the‐middle effect). Importantly, we demonstrate how the stuck‐in‐the‐middle theory, which applies to single‐goal pursuits, can apply more broadly to the domain of grocery shopping, which consists of the generation and completion of multiple subgoals.     

Pursuing Goals with Others

This article explores motivation in a social context: how people pursue goals with others, with information on others, and for the self and others. As people incorporate close others into their extended selves (Aron et al., 1991 ), they begin to treat others' actions and outcomes as partially their own. This tendency, in turn, has implications for coordinating goal pursuits with others and for the preference for actions that maximize the total benefits for the self and others. To demonstrate these principles – coordination and joint‐benefits maximization – we first explore coordination in pursuing goals with others (i.e., working in teams), showing that people respond to others' actions and lack of action similarly to how they respond to their own actions and lack of action. We next explore coordination in pursuing goals with information on others, showing that people conform to others' preferences and attitudes yet choose actions that complement others' actions. Finally, we review research on pursuing goals for the self and others, showing that people wish to maximize the total benefits for the group.     

Openness to Experience and regulatory focus: Evidence of motivation from fit

Regulatory fit occurs when one’s strategies of goal pursuit sustain one’s interests in an activity, which can enhance motivation [e.g., Higgins, E. T. (2005). Value from regulatory fit. Current Directions in Psychological Science, 14, 209–213]. Because the strategic inclinations of people high (low) in Openness are similar to those of people in a promotion (prevention) focus, regulatory fit should be possible. We found that people higher in Openness were more motivated to pursue promotion-related goals (hopes/aspirations in Study 1 and a gain-framed goal in Study 2) and less motivated to pursue prevention-related goals (duties/obligations in Study 1 and a loss-framed goal in Study 2). We discuss how other traits might relate to motivation to pursue promotion- and prevention-related goals as well as other future research directions for regulatory focus and Openness.     

Linking goal self-concordance and affective reactions to goal conflict

Most people would agree that facing goal conflict is a negative experience. However, many, but not all empirical studies actually show a negative relationship between goal conflicts and well-being: goal conflicts apparently differ in their effects. The aim of the present study was to investigate the role of the level of goal self-concordance (i.e., to what extent goals are pursued with self-determined motivation) for people’s affective reactions to goal conflicts due to resource constraints. Analyses of goal conflicts experienced at work by N = 647 junior scientists shed light onto the role of levels of self-concordance of the conflicting goals on the way the goal conflict is experienced. Results show that goal self-concordance explains variance in affective reaction beyond goal importance and goal attainability. More specifically, conflicts between two goals with high levels of self-concordance are associated to rather positive affect (e.g., excited). In contrast, conflicts between two goals with low levels of self-concordance are associated to rather negative affect (e.g., frustrated). Overall, these results emphasize the need to consider goal properties in future research on goal conflicts.     

Time counts: future time perspective, goals, and social relationships

On the basis of postulates derived from socioemotional selectivity theory, the authors explored the extent to which future time perspective (FTP) is related to social motivation, and to the composition and perceived quality of personal networks. Four hundred eighty German participants with ages ranging from 20 to 90 years took part in the study. In 2 card-sort tasks, participants indicated their partner preference and goal priority. Participants also completed questionnaires on personal networks and social satisfaction. Older people, as a group, perceived their future time as more limited than younger people. Individuals who perceived future time as being limited prioritized emotionally meaningful goals (e.g., generativity, emotion regulation), whereas individuals who perceived their futures as open-ended prioritized instrumental or knowledge-related goals. Priority of goal domains was found to be differently associated with the size, composition, and perceived quality of personal networks depending on FTP. Prioritizing emotion-regulatory goals was associated with greater social satisfaction and less perceived strain with others when participants perceived their future as limited. Findings underscore the importance of FTP in the self-regulation of social relationships and the subjective experience associated with them.     

Perfectionism and the pursuit of personal goals: A self-determination theory analysis

Previous studies have shown that self-critical and personal standards forms of perfectionism are associated with progress on personal goals in opposite ways. The present study used a 5-wave prospective longitudinal design to examine what motivational factors account for the finding that self-critical perfectionism has been reliably associated with poor goal progress whereas personal standard perfectionism has been associated with good progress. Specifically, we adopted a self-determination theory perspective to examine the role of autonomy in mediating the effects of perfectionism. Our results replicated previous findings linking the two forms of perfectionism with opposite patterns of goal progress. Importantly, the results suggested that the negative goal effects of self-critical perfectionism are mediated by lower levels of autonomous goal motivation. The results also demonstrated links from personal standards perfectionism to greater autonomous goal motivation. Interestingly, the effects of self-critical perfectionism on goal progress appeared to be dynamic over time and implicated affective mechanisms. The results of the investigation point to the value of adopting a self-determination theory perspective to understand perfectionism.     

Religious motivation in the elderly: a French-Canadian replication and an extension

To clarify further the relationship between religiosity and personal adjustment, four kinds of religious motivation were distinguished: intrinsic, self-determined extrinsic, non-self-determined extrinsic, and amotivation. A study of 176 French-Canadian elderly people found that these four kinds of religious motivation can be reliably measured, that they display a pattern of intercorrelations consistent with theoretical predictions, and that they are related to other important aspects of the lives of these elderly people in a theoretically meaningful manner.     

When goals loom darker: Goal ambivalence moderates the effect of goal proximity on goal-related motivation

This research extends previous work on the self-regulation of goal striving as well as effects of temporal and psychological distance on motivation. Borrowing from classic work on goal gradients and approach-avoidance conflicts, we predicted that the experience of ambivalence toward a personal goal moderates the extent to which feeling or being close to goal attainment affects motivation, such that greater proximity to the goal has a negative effect on motivation at higher levels of experienced goal ambivalence. We find evidence for the hypothesized effect across three studies examining different goals (pursuing a degree, running a half-marathon) with varying operationalizations of goal proximity (self-reported, manipulated, temporal) and motivation (goal commitment, intention strength). These results validate that classic concepts of motivation science such as goal gradients and approach-avoidance conflict are both relevant and applicable to the everyday pursuit of self-set personal goals.     

Reasoning about ‘irrational’ actions: When intentional movements cannot be explained,the movements themselves are seen as the goal

Infants and adults are thought to infer the goals of observed actions by calculating the actions’ efficiency as a means to particular external effects, like reaching an object or location. However, many intentional actions lack an external effect or external goal (e.g. dance). We show that for these actions, adults infer that the agents’ goal is to produce the movements themselves: Movements are seen as the intended outcome, not just a means to an end. We test what drives observers to infer such movement-based goals, hypothesizing that observers infer movement-based goals to explain actions that are clearly intentional, but are not an efficient means to any plausible external goal. In three experiments, we separately manipulate intentionality and efficiency, equating for movement trajectory, perceptual features, and external effects. We find that participants only infer movement-based goals when the actions are intentional and are not an efficient means to external goals. Thus, participants appear to infer that movements are the goal in order to explain otherwise mysterious intentional actions. These findings expand models of goal inference to account for intentional yet ‘irrational’ actions, and suggest a novel explanation for overimitation as emulation of movement-based goals.     

Perceived consequences underlying approach goals and avoidance goals in relation to anxiety

Numerous studies have examined anxiety from a cognitive and affective perspective but relatively little research has studied anxiety from a motivational perspective. There are theoretical grounds (e.g., Gray, 1982) for expecting anxiety to be characterised by heightened avoidance motivation, but this motivational bias is not thought to be accompanied by diminished approach motivation. A cross-sectional, mixed model design was used to investigate individuals’ response-variations on personal approach and avoidance goal systems. A convenience sample comprising an anxious group (n = 41) and non-anxious group (n = 33) completed tasks that measured number of self-generated approach goals and avoidance goals, and number of associated positive and negative consequence steps for goals. As predicted, anxious individuals, relative to non-anxious individuals, generated more avoidance goals and more negative consequence steps in response to goal non-attainment (irrespective of goal type) but did not differ on number of approach goals or positive consequence steps in response to goal attainment (irrespective of goal type). The present findings highlight the importance of personal goal systems in understanding the nature of anxiety.     

Internal motivation to respond without prejudice and automatic egalitarian goal activation

Past research has shown that people who are motivated primarily by their internalized beliefs to respond without prejudice are less likely to show implicit forms of racial bias (e.g., Devine, P. G., Plant, E. A., Amodio, D. M., Harmon-Jones, E., & Vance, S. L. (2002). The regulation of explicit and implicit race bias: The role of motivations to respond without prejudice. Journal of Personality and Social Psychology, 82, 835-848). We tested the idea that such individuals inhibit implicit race bias by automatically activating egalitarian goals. Study 1 showed that participants high in internal motivation but low in external motivation (i.e., primary internal) displayed more egalitarianism, but only after they had been subliminally exposed to African American faces. Study 2 showed that primary internal motivation was associated with lower levels of automatic stereotype activation and this effect was mediated by egalitarian goal activation. These results provide converging evidence that the relationship between primary internal motivation and low levels of implicit bias stems from the activation of egalitarian goals. We discuss the implications of these findings for efforts to reduce cognitive and affective forms of implicit racial bias.     

Individual and social dimensions of Filipino students' achievement goals

Achievement goal theory assumes that self-instrumental (mastery) achievement goals are associated with academic achievement, whereas social-instrumental (performance) goals are not. However, research on Asian students shows that both mastery and performance-approach goals are positively related to achievement; possibly because achievement motivation in Asian cultures is socially oriented and not individually oriented. The current study explored the structure of the social and individual achievement motivation orientations, and how these achievement orientations and achievement goals were related to achievement of Filipino university students. The results showed two dimensions of social-oriented achievement motivations-parent-oriented and teacher-oriented motivations-and two dimensions of individual-oriented achievement motivations-personal performance standards and personal goal choice. However, these achievement motivation orientations were not associated with achievement. Instead mastery and performance-approach goals were both positively associated with academic achievement, personal performance standards, and parent-oriented achievement motivation.     

Stuck in the middle: the psychophysics of goal pursuit

The classic goal-gradient hypothesis posits that motivation to reach a goal increases monotonically with proximity to the desired end state. However, we argue that this is not always the case. In this article, we show that motivation to engage in goal-consistent behavior can be higher when people are either far from or close to the end state and lower when they are about halfway to the end state. We propose a psychophysical explanation for this tendency to get "stuck in the middle." Building on the assumption that motivation is influenced by the perceived marginal value of progress toward the goal, we show that the shape of the goal gradient varies depending on whether an individual monitors progress in terms of distance from the initial state or from the desired end state. Our psychophysical model of goal pursuit predicts a previously undiscovered nonmonotonic gradient, as well as two monotonic gradients.     

The dynamics of self-regulation

Research on the dynamics of self-regulation addresses situations in which people select goal-directed actions with respect to other existing or still missing actions towards accomplishing that goal. In such situations people can follow two possible patterns: they can highlight a goal by attending to it more if they have attended to it, or they can balance their goals by attending to a goal more if they have not attended to it. The choice of which pattern to follow depends on the representation of goal actions: when actions signal commitment, people highlight, and when actions signal progress, people balance. We identify several variables that determine whether people follow a dynamic of commitment-induced highlighting or progress-induced balancing. We then discuss the implications of this model for seeking, giving, and responding to feedback.     

Goal-discrepant situations prime goal-directed actions if goals are temporarily or chronically accessible

This research tested the hypothesis that perception of goal-discrepant situations automatically (i.e., without conscious intent) facilitates access to representations of instrumental actions if goal representations are mentally accessible. Employing a probe-recognition paradigm, Experiment 1 established that sentences describing situations that are discrepant with the goal of "looking well-groomed" (e.g., having dirty shoes) automatically increased the accessibility of representations of appropriate instrumental actions (e.g., polishing) in comparison to control situations, but only when participants frequently pursued the goal. Experiments 2a and 2b suggest that this effect was due to chronic accessibility of the goal representation and demonstrate that the same effects occur if the accessibility of the goal is temporarily enhanced (by subliminal priming) for people that nonfrequently pursue the goal.     

Let’s play the blame game: The distinct effects of personal standards and self-critical perfectionism on attributions of success and failure during goal pursuit

In the present study, we examined whether personal standards and self-critical perfectionism differentially related to how people attributed their success and failures in pursuing their personal goals. In two studies (Ns = 185 and 240), participants set three week-long (Study 1) and semester-long (Study 2) goals, and at the end of the week or semester answered questions about goal status, internal and external attributions, and likelihood to reset the goal. Mulitlevel analyses showed that self-critical perfectionism was related to attributing goal attainment to external sources; this was not the case for failure or abandonment. Conversely, personal standards perfectionism was related to attributing failure more to external sources. Overall, these results highlight differences in how perfectionism influences the use of the self-serving bias.     

A computational-level explanation of the speed of goal inference

The ability to understand the goals that drive another person’s actions is an important social and cognitive skill. This is no trivial task, because any given action may in principle be explained by different possible goals (e.g., one may wave ones arm to hail a cab or to swat a mosquito). To select which goal best explains an observed action is a form of abduction. To explain how people perform such abductive inferences, Baker, Tenenbaum, and Saxe (2007) proposed a computational-level theory that formalizes goal inference as Bayesian inverse planning (BIP). It is known that general Bayesian inference–be it exact or approximate–is computationally intractable (NP-hard). As the time required for computationally intractable computations grows excessively fast when scaled from toy domains to the real world, it seems that such models cannot explain how humans can perform Bayesian inferences quickly in real world situations. In this paper we investigate how the BIP model can nevertheless explain how people are able to make goal inferences quickly. The approach that we propose builds on taking situational constraints explicitly into account in the computational-level model. We present a methodology for identifying situational constraints that render the model tractable. We discuss the implications of our findings and reflect on how the methodology can be applied to alternative models of goal inference and Bayesian models in general.     

Motivating behavioral persistence: the self-as-doer construct

Why do some people persist in goal pursuit, even in the face of boredom or setbacks, whereas others quickly give up their goals? In this research, the authors introduce a new motivational construct, the "self-as-doer," to explore this question. Studies 1 and 2 found longitudinal evidence that those who more strongly endorse doer statements regarding their goals (i.e., exerciser, dieter, runner) show greater behavioral persistence and attainment regarding such goals, even controlling for other relevant constructs such as expectancy, self-concordance, commitment, and neuroticism. Study 3 used priming to make the self-as-doer momentarily accessible, finding an interaction such that those who read The Little Engine That Could (vs. Curious George) and wrote an essay applying the story's message to themselves (vs. others) showed the greatest persistence in physically demanding tasks. Implications for sustained motivation of all kinds are discussed.