Goal pursuit, now and later : temporal compatibility of different versus similar means/ created by Jordan Etkin and Rebecca K. Ratner

Compatibility between the degree of similarity among means to goal attainment and the anticipated timing of goal pursuit increases goal-directed motivation. Six studies demonstrate that consumers are more motivated and willing to pay for means to goal attainment in the near term when they plan to use a set of different (vs. similar) means. In contrast, consumers are more motivated and willing to pay for means to goal attainment in the long term when they plan to use similar (vs. different) means. For example, consumers paid more for a personal training session when told it would include exercises for different (similar) muscle groups and would take place this week (next month). These effects are driven by the ease of processing differences (similarities) when considering the near (far) future. Similar results were obtained across various domains, including health and fitness, saving money, and academic performance.