3783 
3658感知目标进展是指消费者为减少与理想状态之间的差距而向已设定好的目标靠近，从而产生的对目标进展程度的感知。感知目标进展伴随着消费者对目标追求的整个过程，它会对消费者的反应产生重要影响。虽然感知目标进展方面已有一些研究，但对相关成果的总结和梳理不足，尤其是该主题在消费者反应领域的研究现状缺乏系统性梳理。鉴于此，本文首先阐述了感知目标进展的概念内涵、操纵办法及建构视角，随后重点从消费者态度（消费者感知、忠诚度、评价与满意度）、消费者动机（单目标、多目标情境）和消费者行为（消费者选择、购买意愿/行为）三个层面梳理了感知目标进展对消费者反应的影响。而且，本文还应用相关理论深入阐释了感知目标进展对消费者反应的作用机理。最后，讨论了感知目标进展在消费者反应领域的未来研究方向。
持之以恒还是半途而废？消费者感知目标进展研究述评与展望
摘要
参考文献
1 李东进. 疫情中的“居家”消费及其惯性[EB/OL]. https://mba.nankai.edu.cn/2020/0219/c19339a265403/page.htm, 2020-02-19/2020-08-18.
8 Bagchi R, Li X B. Illusionary progress in loyalty programs: Magnitudes, reward distances, and step-size ambiguity[J]. Journal of Consumer Research,2011, 37(5): 888-901. DOI:10.1086/656392
10 Bloch P H. Seeking the ideal form: Product design and consumer response[J]. Journal of Marketing,1995, 59(3): 16-29. DOI:10.1177/002224299505900302
11 Bonezzi A, Brendl C M, De Angelis M. Stuck in the middle: The psychophysics of goal pursuit[J]. Psychological Science,2011, 22(5): 607-612. DOI:10.1177/0956797611404899
13 Bullard O, Manchanda R V. How goal progress influences regulatory focus in goal pursuit[J]. Journal of Consumer Psychology,2017, 27(3): 302-317. DOI:10.1016/j.jcps.2017.01.003
14 Carver C S. Pleasure as a sign you can attend to something else: Placing positive feelings within a general model of affect[J]. Cognition and Emotion,2003, 17(2): 241-261. DOI:10.1080/02699930302294
15 Carver C S, Scheier M F. Origins and functions of positive and negative affect: A control-process view[J]. Psychological Review,1990, 97(1): 19-35. DOI:10.1037/0033-295X.97.1.19
16 Carver C S, Scheier M F. On the self-regulation of behavior[M]. New York: Cambridge University Press, 1998.
17 Cheema A, Bagchi R. The effect of goal visualization on goal pursuit: Implications for consumers and managers[J]. Journal of Marketing,2011, 75(2): 109-123. DOI:10.1509/jm.75.2.109
18 Conlon D E, Garland H. The role of project completion information in resource allocation decisions[J]. Academy of Management Journal,1993, 36(2): 402-413.
19 Elster J, Loewenstein G. Utility from memory and anticipation[A]. Loewenstein G, Elster J. Choice over time[C]. New York: Russell Sage Foundation, 1992.
20 Etkin J, Ratner R K. The dynamic impact of variety among means on motivation[J]. Journal of Consumer Research,2012, 38(6): 1076-1092. DOI:10.1086/661229
21 Fishbach A, Dhar R. Goals as excuses or guides: The liberating effect of perceived goal progress on choice[J]. Journal of Consumer Research,2005, 32(3): 370-377. DOI:10.1086/497548
22 Fishbach A, Dhar R. Dynamics of goal-based choice: Toward an understanding on how goals commit versus liberate choice[A]. Haugtvedt C P, Herr P M, Kardes F R. Handbook of consumer psychology[C]. New York: Taylor & Francis Group/Lawrence Erlbaum Associates, 2008.
23 Gao L L, Huang Y L, Simonson I. The influence of initial possession level on consumers’ adoption of a collection goal: A tipping point effect[J]. Journal of Marketing,2014, 78(6): 143-156. DOI:10.1509/jm.13.0475
24 Heath C, Larrick R P, Wu G. Goals as reference points[J]. Cognitive Psychology,1999, 38(1): 79-109. DOI:10.1006/cogp.1998.0708
25 Higgins E T. Self-discrepancy theory[J]. Psychological Review,1987, 94(3): 1120-1134.
26 Higgins E T. Beyond pleasure and pain[J]. American Psychologist,1997, 52(12): 1280-1300. DOI:10.1037/0003-066X.52.12.1280
27 Huang S C, Lin S C, Zhang Y. When individual goal pursuit turns competitive: How we sabotage and coast[J]. Journal of Personality and Social Psychology,2019, 117(3): 605-620. DOI:10.1037/pspi0000170
28 Huang S C, Zhang Y. Motivational consequences of perceived velocity in consumer goal pursuit[J]. Journal of Marketing Research,2011, 48(6): 1045-1056. DOI:10.1509/jmr.10.0063
29 Huang S C, Zhang Y, Broniarczyk S M. So near and yet so far: The mental representation of goal progress[J]. Journal of Personality and Social Psychology,2012, 103(2): 225-241. DOI:10.1037/a0028443
30 Karevold K I, Teigen K H. Progress framing and sunk costs: How managers’ statements about project progress reveal their investment intentions[J]. Journal of Economic Psychology,2010, 31(4): 719-731. DOI:10.1016/j.joep.2010.05.005
31 Kivetz R, Urminsky O, Zheng Y H. The goal-gradient hypothesis resurrected: Purchase acceleration, illusionary goal progress, and customer retention[J]. Journal of Marketing Research,2006, 43(1): 39-58. DOI:10.1509/jmkr.43.1.39
32 Koo M, Fishbach A. Dynamics of self-regulation: How(un)accomplished goal actions affect motivation[J]. Journal of Personality and Social Psychology,2008, 94(2): 183-195. DOI:10.1037/0022-3514.94.2.183
33 Koo M, Fishbach A. A silver lining of standing in line: Queuing increases value of products[J]. Journal of Marketing Research,2010a, 47(4): 713-724. DOI:10.1509/jmkr.47.4.713
36 Locke E A, Latham G P. A theory of goal setting and task performance[M]. Englewood Cliffs, NJ: Prentice Hall, 1990.
37 Locke E A, Latham G P. Building a practically useful theory of goal setting and task motivation: A 35-year odyssey[J]. American Psychologist,2002, 57(9): 705-717. DOI:10.1037/0003-066X.57.9.705
38 Louro M J, Pieters R, Zeelenberg M. Dynamics of multiple-goal pursuit[J]. Journal of Personality and Social Psychology,2007, 93(2): 174-193.
39 Mathur P, Block L, Yucel-Aybat O. The effects of goal progress cues: An implicit theory perspective[J]. Journal of Consumer Psychology,2014, 24(4): 484-496. DOI:10.1016/j.jcps.2014.03.003
40 Min K S, Martin D, Jung J M. Designing advertising campaigns for destinations with mixed images: Using visitor campaign goal messages to motivate visitors[J]. Journal of Business Research,2013, 66(6): 759-764. DOI:10.1016/j.jbusres.2011.09.015
41 Mitchell T R. Expectancy models of job satisfaction, occupational preference and effort: A theoretical, methodological, and empirical appraisal[J]. Psychological Bulletin,1974, 81(12): 1053-1077. DOI:10.1037/h0037495
42 Moon H. Looking forward and looking back: Integrating completion and sunk-cost effects within an escalation-of-commitment progress decision[J]. Journal of Applied Psychology,2001, 86(1): 104-113. DOI:10.1037/0021-9010.86.1.104
44 Park J, Hedgcock W M. Thinking concretely or abstractly: The influence of fit between goal progress and goal construal on subsequent self-regulation[J]. Journal of Consumer Psychology,2016, 26(3): 395-409. DOI:10.1016/j.jcps.2015.12.003
45 Reynolds J P, Webb T L, McCulloch K C, et al. Self-regulatory consequences of observing others making goal progress: A longitudinal field study in weight loss groups[J]. British Journal of Health Psychology,2019, 24(4): 970-981. DOI:10.1111/bjhp.12389
46 Soman D, Shi M Z. Virtual progress: The effect of path characteristics on perceptions of progress and choice[J]. Management Science,2003, 49(9): 1229-1250. DOI:10.1287/mnsc.49.9.1229.16574
47 Wallace S G, Etkin J. How goal specificity shapes motivation: A reference points perspective[J]. Journal of Consumer Research,2018, 44(5): 1033-1051. DOI:10.1093/jcr/ucx082
48 Wiebenga J H, Fennis B M. The road traveled, the road ahead, or simply on the road? When progress framing affects motivation in goal pursuit[J]. Journal of Consumer Psychology,2014, 24(1): 49-62. DOI:10.1016/j.jcps.2013.06.002
49 Zhang Y, Fishbach A, Dhar R. When thinking beats doing: The role of optimistic expectations in goal-based choice[J]. Journal of Consumer Research,2007, 34(4): 567-578. DOI:10.1086/520071
50 Zhang Y, Huang S C. How endowed versus earned progress affects consumer goal commitment and motivation[J]. Journal of Consumer Research,2010, 37(4): 641-654. DOI:10.1086/655417
51 Zhang Y D, Li D J, Zhang C B, et al. Quantified or nonquantified: How quantification affects consumers’ motivation in goal pursuit[J]. Journal of Consumer Behaviour,2019, 18(2): 120-134. DOI:10.1002/cb.1752
引用本文
江红艳, 秦银燕, 孙配贞. 持之以恒还是半途而废？消费者感知目标进展研究述评与展望[J]. 外国经济与管理, 2021, 43(5): 106-122.
导出参考文献，格式为：
下一篇：危机过程管理：如何提升组织韧性？
