The Proper Mix: Balancing Motivational Orientations in Goal Pursuit

James F. M. Cornwell, Becca Franks and E. Tory Higgins

Journal of the Association for Consumer Research, 2019, vol. 4, issue 1, 13 - 20

Abstract: Insights concerning “balance” in health and well-being have been influential throughout history. In this article, we explore how the ancient notion of “temperament” contains a number of similarities to orientation theories in motivation science (i.e., regulatory focus theory and regulatory mode theory) and how the related notion of a “proper mix” of personality dynamics has substantial grounding in recent empirical findings. In particular, we consider the processes related to goal pursuit through the lens of such a “proper mix” of motivational orientations, noting the various downsides from which individuals may suffer if any of their motivational orientations go unchecked. When a single motivational orientation dominates the other orientations, the goal pursuit process will be compromised with ineffective methods and suboptimal outcomes. We discuss recommendations for addressing such imbalances based on the existing literature and discuss additional avenues for future research.

Date: 2019
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