 Remaining focus increases task evaluation and future task perseveranceYunhui Huang and Yanli Jia International Journal of Research in Marketing, 2019, vol. 36, issue 2, 251-263 Abstract: Across six studies, the present research explores the effect of task progress focus—that is, attending to the distance of one's present state from either the beginning of a task (i.e., accumulated focus) or the end of it (i.e., remaining focus)—on task evaluation and subsequently on future task perseverance (i.e., willingness to perform the task again upon finishing it). The results show that relative to accumulated focus, remaining focus increases people's feelings of productivity on the task, which increases their task evaluation and subsequently their perseverance intentions toward the task. Moreover, we find that remaining (vs. accumulated) focus increases task evaluation regardless of whether people are in the early stage of the task or near the end. However, it decreases people's motivation to complete the task in the former stage but increases their motivation in the latter stage. Alternative interpretations in terms of task duration, self-efficacy beliefs, and task quantity are evaluated and ruled out. Keywords: Progress focus; Task evaluation; Subsequent task perseverance; Productivity; Task motivation; Wanting and liking (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:36:y:2019:i:2:p:251-263 DOI: 10.1016/j.ijresmar.2018.11.007 Access Statistics for this article International Journal of Research in Marketing is currently edited by Roland Rust More articles in International Journal of Research in Marketing from Elsevier |
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