Zhang, Ying; Xu, Jing; Jiang, Zixi; Huang, Szu-Chi - In: Journal of Consumer Research 38 (2011) 1, pp. 78-78
In the present article, we propose that consumers’ initial effort investment in pursuing 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...
