Lots to Do or Lots of Ways to Do It? The Role of Mood and Mind-set on Goal Motivation

Eunjoo Han, Andrew D. Gershoff

Research output: Contribution to journalArticlepeer-review

5 Scopus citations


This research explores how mood interacts with outcome and implemental mind-sets to influence motivation to work toward a goal. We propose and demonstrate that being in a positive (vs. neutral) mood increases motivation for those in an outcome mind-set. Conversely, being in a positive (vs. neutral) mood decreases motivation for those in an implemental mind-set. We argue that the reason for this is rooted in the role of positive mood on the number of available goal attainment means: Positive (vs. neutral) mood was found to increase the number of accessible goal attainment activities. For those in an outcome mind-set, the increased number of goal attainment activities increases motivation because more activities are perceived as more available opportunities or strategies that may aid in successful goal attainment. For those in an implemental mind-set, where one considers detailed steps and processes required for goal completion, motivation is decreased, because availability of more activities increases perceived difficulty of goal execution. Five studies support these hypotheses, showing differences in available activities depending on mood, differences in perceptions of those activities depending on mind-set, and differences in motivation depending on the interaction of mood and mind-set.

Original languageEnglish (US)
Pages (from-to)187-206
Number of pages20
JournalJournal of Consumer Psychology
Issue number2
StatePublished - Apr 2019

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Marketing


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