Goal Attainment: We Often Don't Like Early Victories

If most people run a race, they cheer after they cross the finish line. It is a culturally acceptable psychological reward for all of the training and preparation and execution of the plan. But what happens when that script isn't followed? If you learn of a victory too soon, is it cheapened? Ayelet Fishbach, a professor of behavioral science and marketing at the University of Chicago Booth School of Business, and Nadav Klein, a doctoral student, find that the positive reaction one would have when succeeding is lessened if it doesn't follow the expected course. read more

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