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EMAC 2024 Annual


Beyond Ink and Paper: Exploring the Motivational Potential of Bullet Journals in Consumer Goal Attainment
(A2024-119709)

Published: May 28, 2024

AUTHORS

Malaurie Fauré, Toulouse School of Management, University Toulouse Capitole, TSM‐Research, CNRS, Toulouse, France

ABSTRACT

Consumers employ diverse methods for self-tracking and continue to show interest in the traditional paper format, despite the proliferation of digital solutions. The bullet journal is one such paper format, described as a tool to track the past, order the present and design the future. However, little research exists on this practice and the literature does not explain why it serves as a motivational tool for goal achievement. To address this gap, we conducted 17 interviews with bullet journal users, aiming to uncover the underlying processes that sustain their motivation for goal attainment. Our findings reveal that creativity, introspection and the establishment of sub-goals contribute significantly to the success of this tool. Through these processes, consumers are persistent in their progress toward achieving their goals.