It’s the End of the Competition: When Social Comparison Is Not Always Motivating for Goal Achievement
Abstract
Nowadays consumers can easily connect with others who are pursuing similar goals via smart devices and mobile apps. This technology also enables them to compare how well they are doing relative to others in a variety of contexts, ranging from online gaming to losing weight to loyalty programs. This research investigates consumers’ motivation to achieve a goal when they compare themselves with a superior other who has already attained the goal....
Paper Details
Title
It’s the End of the Competition: When Social Comparison Is Not Always Motivating for Goal Achievement
Published Date
Aug 1, 2019
Journal
Volume
46
Issue
2
Pages
351 - 370
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