Huang & Aaker (2019), Study 1
We recruited college students who had recently attained an academic goal, and asked them to describe their goal attainment experience as well as the behaviors they had engaged in to complete this goal. We then randomly assigned them to either a journey metaphor, a destination metaphor, or a no-metaphor control condition to construe their goal attainment experience either as a completed journey, as having reached a destination, or without any metaphor (in a literal manner). Students reported their desire (or lack of desire) to continue these goal-aligned behaviors. Two weeks later, we sent a follow-up survey so they could report how much effort they had indeed put into these goal-aligned behaviors over the 2-week period. We found that construing an achieved academic goal as a completed journey (vs. a destination or a no-metaphor control) increased college students' self-reported likelihood of continuing goal-aligned behaviors, both in their immediate intent to continue and in their reported behaviors two weeks later.