Szu-chi Huang

Who they are

Huang studies motivation and goal pursuit in consumers. This site draws on the 2010 paper only.

This page records only what the papers and their published records state. Biography beyond the cited work is not given here.

Key papers

How endowed versus earned progress affects consumer goal commitment and motivation (2010), Zhang and Huang. The paper found that the same progress can raise or lower commitment, depending on whether it is attributed to oneself or to circumstance, and on the stage of goal pursuit.

Key ideas

The central idea is that people read meaning into progress. A head start that a customer did not earn does not automatically help; its effect depends on how it is understood and on when in the goal it arrives. That makes the paper a useful check on the more confident retellings of the endowed progress effect.

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