The Effect of Goal Difficulty on Escalation of Commitment

• Autores: Jong Seok Lee, Mark Keil, Kin Fai Ellick Wong
• Localización: Journal of Behavioral Decision Making, ISSN-e 1099-0771, Vol. 28, Nº. 2, 2015, págs. 114-129
• Idioma: inglés
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• Resumen

  • Escalation of commitment to a failing course of action is a problem in behavioral decision making that occurs across a wide range of social contexts. In this research, we show that examining escalation of commitment from a goal setting theory perspective provides fresh insights into how goal difficulty influences escalation of commitment. Specifically, through a series of two experiments, we found a curvilinear relationship between goal difficulty and post-feedback goal commitment, which was mediated by valence and expectancy associated with goal attainment. In turn, it is commitment to goals that leads individuals to continue a previous course of action despite negative feedback.