Howe School Seminar

Wednesday, December 5, 2012 ( 3:00 pm to 4:00 pm )

Location: Babbio 104

A Feeling Of Movement During Goal Pursuit

Jongmin Kim, Ph.D candidate in Marketing, Yale School of Management

ABSTRACT

The present research examines the experience of goal pursuit and the feelings that accompany that experience. I posit and find that consumers working toward a goal have a feeling of movement toward the goal. The intensity of this feeling can be affected by the speed of progress, the relative amount of progress made, whether progress marker is given, and whether there is movement away from the goal. This feeling can have consequences for evaluations of goal related rewards through a feelings-as-information mechanism whereby feelings arising during goal pursuit are misattributed to the reward linked to goal completion. For example, consumers given progress marker (versus not) during goal pursuit value a goal reward more and consume more of it upon goal completion.

 

BIOGRAPHY

Jongmin Kim is a Ph.D candidate in Marketing at Yale School of Management. She received dual Bachelor's degrees in Psychology and Business Administration, and a Master's degree in Social Psychology from Seoul National University in South Korea. She is interested in consumer goals and valuation, judgment and decision-making, and is working on her dissertation examining the effect of feelings of goal movement on reward evaluation. She is also interested in how consumer prediction differs from actual experience. Jongmin has a paper forthcoming in the Psychological Science and has published a paper in the Cognition and Emotion. She has presented her research at the annual conferences of the Association for Consumer Research and of the Society for Consumer Psychology.