When the Going Gets Tough, the Committed Get Going: Preexisting Goal Commitment Determines the Consequences of Experiencing Regulatory Nonfit.

A body of empirical research shows that pursuing goals via means that do not fit (vs. do fit) one's regulatory mode creates resistance that disrupts motivation. However, other empirical research shows that resistance sometimes motivates people to work harder toward their goals, suggesting that regulatory nonfit (vs. fit) might be more motivating at times. The current research tests this possibility while also demonstrating how an integral dimension of a goal—a person's preexisting commitment to it—determines when regulatory nonfit (vs. fit) is more motivating. Three initial studies provide evidence that, among people low in preexisting commitment, regulatory nonfit (vs. fit) demotivates people: goal value and intentions to pursue the goal become lower with nonfit (vs. fit). However, among people high in preexisting commitment, regulatory nonfit (vs. fit) motivates people: goal value and intentions to pursue the goal become higher with nonfit (vs. fit). Three additional studies document an experimental causal chain providing evidence for underlying mechanisms: regulatory nonfit (vs. fit) creates an experience of resistance that people need to interpret, and preexisting commitment shifts whether people interpret resistance as a negative or positive motivational signal. Finally, two studies demonstrate how naturally occurring variance in preexisting goal commitment moderates the effect of experiencing regulatory nonfit (vs. fit) on people's subsequent goal-directed behavior. By identifying an integral dimension of goals that can reverse the motivational effects of regulatory nonfit, the present research connects with other work documenting the importance of mindsets about resistance, and suggests novel implications for motivating desired behaviors. [ABSTRACT FROM AUTHOR]