The dilution model: how additional goals undermine the perceived instrumentality of a shared path.

@article{Zhang2007TheDM,
  title={The dilution model: how additional goals undermine the perceived instrumentality of a shared path.},
  author={Ying Zhang and Ayelet Fishbach and Arie W. Kruglanski},
  journal={Journal of personality and social psychology},
  year={2007},
  volume={92 3},
  pages={
          389-401
        }
}
Six experiments tested a dilution model of self-regulation, whereby increasing the number of goals (e.g., building muscles and losing weight) that a single means (e.g., exercising) can satisfy reduces the perception of its instrumentality with respect to each goal. The authors found that an increase in the number of simultaneous, salient goals that can be satisfied via a single means weakens the associative strength between that means and each individual goal, and as a result, individuals… 

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