The course of motivation

Maferima Touré-Tillery*, Ayelet Fishbach

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

44 Scopus citations


This article explores the course of motivation in pursuing various goals. We distinguish between two dimensions of motivation: the motivation to attain a focal goal (outcome-focused dimension) and the motivation to "do things right" in the process of reaching that goal (means-focused dimension). We identify the conditions under which the motivation to reach a focal goal increases versus decreases over the course of goal pursuit. We then propose that the motivation to "do things right" follows a u-shaped pattern, such that it is higher at the beginning and end of goal pursuit than in the middle.

Original languageEnglish (US)
Pages (from-to)414-423
Number of pages10
JournalJournal of Consumer Psychology
Issue number4
StatePublished - Oct 2011


  • Depletion
  • Dynamics
  • Goal-gradient
  • Motivation
  • Self-regulation
  • Self-signaling

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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