主讲人：张影
　　　　（McCombs School of Business, University of Texas at Austin）
时间：2011年6月8日（周三）下午1点30分
主题：A progress-based analysis of consumer motivation
摘要：
Because consumers ask different questions to establish commitment at beginning versus advanced stages of goal pursuit, we propose that progress that they attributeto themselves and to the situation will have a distinctive impact on   motivation,depending on their relative position in goal pursuit. When progress on achievinga goal is low, people are concerned about its attainability. Because attributing low progress to self (vs. to the situation) signals a higher difficulty of goal attainment,it leads to lower goal commitment and, subsequently, decreased motivation. Con-versely, when progress on achieving the goal is high and attainment of the goal is relatively secured, people are more concerned about the value of the goal.
Because attributing a high progress to self (vs. to the situation) signals a greater value of the goal, it should lead to greater goal commitment and, subsequently,
higher motivation.