The Effect of Categorization on Goal Progress Perceptions and Motivation

Sharif, Marissa; Woolley, Kaitlin

doi:10.1093/jcr/ucaa022

Cited by 16 publications

(18 citation statements)

References 60 publications

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“…First, with regard to salience of similarity, we propose that category labels increase the accessibility of the shared category. Labels cause people to perceive that different experiences fall within a similar category (Sharif and Woolley 2020; Tajfel 1959; Zhang and Schmitt 1998). When people categorize similar actions together under a unifying label, the category becomes more accessible.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…To isolate the role of similarity in Study 2, we held the video content constant and manipulated the category label. Building on research demonstrating that arbitrary labels can affect similarity via categorization cues (Sharif and Woolley 2020; Tajfel 1959; Zhang and Schmitt 1998), we manipulated similarity by labeling two different videos as either “educational videos” or simply “videos.” We predicted that the shared category would be more salient, and thus accessible, for participants who watched consecutive videos labeled “educational videos” (vs. “videos”), leading them to be more likely to choose another educational video over a video in a different category to watch next.…”

Section: Study 2: Manipulating Accessibility Via Category Saliencementioning

confidence: 99%

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Down a Rabbit Hole: How Prior Media Consumption Shapes Subsequent Media Consumption

Woolley¹,

Sharif²

2022

Journal of Marketing Research

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Consumers often become “stuck in a rabbit hole” when consuming media. They may watch several YouTube videos in the same category or view several artistic images on Instagram on the same theme, finding it difficult to stop. What contributes to this behavior, causing consumers to choose to consume additional media on a similar (vs. different) topic to what they just experienced? The authors examine a novel antecedent: the consecutive consumption of multiple similar media. After viewing multiple similar media consecutively, more consumers choose to view additional similar media over dissimilar media or complete a dissimilar activity entirely, even when the prior consumption pattern is externally induced. The rabbit hole effect occurs due to increased accessibility of the shared category—when a category is more accessible, people feel immersed in that category and anticipate that future options within that category will be more enjoyable. The authors identify three characteristics of media consumption that contribute to the rabbit hole effect by increasing category accessibility: similarity, repetition, and consecutiveness of prior media consumption. This research contributes to literature on technology, choice, and variety-seeking and offers implications for increasing (vs. slowing) similar consumption.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Study 2: Manipulating Accessibility Via Category Saliencementioning

confidence: 99%

Down a Rabbit Hole: How Prior Media Consumption Shapes Subsequent Media Consumption

Woolley¹,

Sharif²

2022

Journal of Marketing Research

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“…대 이후 현재까지 많은 학자의 주목을 받았다 (Chernev & Gal, 2010;Goldstone, 1994;Sharif & Woolley, 2020;Tu & Soman, 2014). Sharif & Woolley(2020) (Bandura, 1977), 이는 목표를 달성하고자 하는 동기에 영향을 미 치는 중요한 변인으로 다양한 분야에서 검증되어왔다 (Bandura & Locke, 2003;Higgins et al, 2014;Huang & Ren, 2020).…”

Section: 들의 일상생활에서 빼놓을 수 없는 행동이며 이러한 현상은 1950년unclassified

“…Vancouver et al(2001Vancouver et al( , 2002 (Cervone & Peake, 1986;Tu & Soman, 2014). 최근 진 행된 범주화 연구 역시 범주화 효과 (Sharif & Woolley, 2020)…”

Section: 들의 일상생활에서 빼놓을 수 없는 행동이며 이러한 현상은 1950년unclassified

“…즉, 인간의 행동을 일으키는 근원적인 힘으로 정의되고 특정 행동을 하기 위한 자극, 목 표 달성을 위한 지속적인 행동 에너지 및 의지로 정의된다 (Deci et al, 1999;Mitchell et al, 2012). Deci(1972) (Förster et al, 1998;Sharif & Woolley, 2020), 관광 (Song et al, 2017)…”

Section: 목표성취동기와 목표가속효과의 개념 및 관계unclassified

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Categorization Effect on Exercise Goal Progress Perception and Motivation: Moderating Role of Self-efficacy

Park¹,

Jang²,

Kim³

2022

Korean J Sport Sci

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PURPOSE This research explores the underlying mechanism that determines how people perceive their goal progress and its relation with their motivation and self-efficacy. METHODS Three hundred and sixty Koreans who participated in an online survey were given salient individual exercise goals (11 workouts), and they reported their self-efficacy, goal progress perception, and motivation. We conducted dummy variable multiple regression analysis (2 [absolute progress-low (27%) vs. high (73%)] X 2 [categorization vs. no-categorization]) and multiple moderated mediation analysis based on Process Model 7 and 21 (Hayes, 2017). RESULTS The findings showed significant interaction between categorization and absolute progress on progress perception. In low progress condition, the categorization group perceived more progress than no categorization group and contrary effect in high progress condition. For motivation, in low progress condition, categorization group was more motivated than no categorization group, and inverse effect in high progress condition. Moreover, there was no direct effect, but only low self-efficacy group played the moderating role between perceived progress and motivation in conditional indirect effect. Lastly, the result indicated significant multiple moderated mediation effect. CONCLUSIONS This research theoretically contributes to the domains of categorization and motivation. Sport marketers can utilize categorization as a strategy by breaking down yearly memberships into monthly categories based on consumers perceptions. Future research can include subsequent motivation after a superordinate goal is completed.

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The Categorization of Continuous Attributes

Wang

2024

Behavioral Decision Making

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A continuous attribute (e.g., calorie count) can be classified into separate categories (e.g., high vs. low), and a similar attribute value can fall into different categories depending on where the category boundaries are drawn. This research explores the effect of categorization on judgments of options (e.g., products and incentive‐compatible games) with continuous attributes. I predict and find a systematic preference shift between two options that were presented with different categorization criteria: When two options involve a tradeoff between two continuous attributes, people tend to prefer the option with both attributes classified into the favorable categories given the categorization criteria. I further show that this effect is driven by larger perceived differences between attribute values across category boundaries and is moderated by people's tendency to rely on category information. Overall, this effect holds even when people are highly familiar with the attributes and feel confident to make similarity evaluations, when people are cued that the categories provide little informational value, and when people are incentivized to make deliberate decisions. The findings in this research carry both theoretical and practical implications.

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The Effect of Categorization on Goal Progress Perceptions and Motivation

Cited by 16 publications

References 60 publications

Down a Rabbit Hole: How Prior Media Consumption Shapes Subsequent Media Consumption

Down a Rabbit Hole: How Prior Media Consumption Shapes Subsequent Media Consumption

Categorization Effect on Exercise Goal Progress Perception and Motivation: Moderating Role of Self-efficacy

The Categorization of Continuous Attributes

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