The effects of goal progress cues: An implicit theory perspective

Pragya Mathur, Lauren Block, Ozge Yucel-Aybat

Research output: Contribution to journalArticlepeer-review

24 Scopus citations


Consumers often encounter goods and services that provide cues to mark their progress. We define the term "goal progress cues" to reflect the diverse category of cues that highlight progress towards a goal. Across a series of three studies, we show that entity theorists, who rely on cues that highlight completion in order to signal their abilities to others, evaluate tasks that include these cues more favorably than those that lack these features. In contrast, incremental theorists, who focus on improving competence, are impacted only by progress cues that highlight learning. We demonstrate these findings across a variety of goal pursuit contexts that represent a mix of customer-centric (retail queues), service-oriented managerial (sales calls), and personal achievement consumer product (mazes) domains using both behavioral and self-reported measures. We conclude with a discussion about the theoretical and substantive implications of our findings.

Original languageEnglish (US)
Pages (from-to)484-496
Number of pages13
JournalJournal of Consumer Psychology
Issue number4
StatePublished - Oct 2014

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Marketing


Dive into the research topics of 'The effects of goal progress cues: An implicit theory perspective'. Together they form a unique fingerprint.

Cite this