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The Effect of Goal Difficulty on Escalation of Commitment

The Effect of Goal Difficulty on Escalation of Commitment Escalation of commitment to a failing course of action is a problem in behavioral decision making that occurs across a wide range of social contexts. In this research, we show that examining escalation of commitment from a goal setting theory perspective provides fresh insights into how goal difficulty influences escalation of commitment. Specifically, through a series of two experiments, we found a curvilinear relationship between goal difficulty and post‐feedback goal commitment, which was mediated by valence and expectancy associated with goal attainment. In turn, it is commitment to goals that leads individuals to continue a previous course of action despite negative feedback. Copyright © 2014 John Wiley & Sons, Ltd. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Behavioral Decision Making Wiley

The Effect of Goal Difficulty on Escalation of Commitment

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Publisher
Wiley
Copyright
Copyright © 2015 John Wiley & Sons, Ltd.
ISSN
0894-3257
eISSN
1099-0771
DOI
10.1002/bdm.1835
Publisher site
See Article on Publisher Site

Abstract

Escalation of commitment to a failing course of action is a problem in behavioral decision making that occurs across a wide range of social contexts. In this research, we show that examining escalation of commitment from a goal setting theory perspective provides fresh insights into how goal difficulty influences escalation of commitment. Specifically, through a series of two experiments, we found a curvilinear relationship between goal difficulty and post‐feedback goal commitment, which was mediated by valence and expectancy associated with goal attainment. In turn, it is commitment to goals that leads individuals to continue a previous course of action despite negative feedback. Copyright © 2014 John Wiley & Sons, Ltd.

Journal

Journal of Behavioral Decision MakingWiley

Published: Apr 1, 2015

References