Forcing your luck: Goal-striving behavior in chance situations

Previous research suggests that desired end-states (i.e., goals) initiate a set of motivational processes supporting goal-attainment. For example, motivational intensity (e.g., effort investment) increases as distance to the goal decreases. The present studies investigate whether this goal-gradient can also be observed in chance determined situations, situations in which there is a desired end-state (i.e., winning) but in which increased effort investment does not support goal-attainment. Three studies provide consistent evidence for the goal-gradient in chance determined situations. We show that participants (in the lab and in a TV game show) invest more effort into goal-directed behavior the closer they get to the end of the game. The moderation of expectancy and value was, however, modest. Interestingly, participants’ self-reports suggest that their dynamic changes in behavior were unintentional and perceived as non-instrumental. Findings are related to theories of goal pursuit and illusory control, and contrasted to the principle of resource conservation, according to which such behavior should not occur.