The Progress Bias in Goal Pursuit: When One Step Forward Seems Larger than One Step Back

@article{Campbell2015ThePB,
  title={The Progress Bias in Goal Pursuit: When One Step Forward Seems Larger than One Step Back},
  author={M. Campbell and Caleb Warren},
  journal={Journal of Consumer Research},
  year={2015},
  volume={41},
  pages={1316-1331}
}
Consumers often pursue goals (e.g., losing weight) where the chance of attaining the goal increases with some behaviors (e.g., exercise) but decreases with others (e.g., eating). Although goal monitoring is known to be a critical step in self-control for successful goal pursuit, little research investigates whether consumers accurately monitor goal progress. Seven experiments demonstrate that consumers tend to show a progress bias in goal monitoring, perceiving that goal-consistent behaviors (e… Expand
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