Huang & Aaker (2019), Study 5
Reference:
Summary:
We conducted a 14-day walking program in the field and asked exercisers to think about their completed walking program either as a journey or as a destination. We also reached out to the other half of exercisers before they completed the walking program, and asked them to reflect on the not-yet-completed program either as a journey or as a destination. We then captured exercisers actual behavior of continuing tracking their walking for another 3 days. We found that the journey metaphor was more motivating among those who have completed the program (whereas those who used the destination metaphor disengaged from the walking goal); in comparison, the destination metaphor was marginally more effective for those who reflected on not-yet-completed goals.