Past Or Present? - Temporal Categorization of Recently Completed Actions in Goal Pursuit
(A2025-126416)

AUTHORS

YoungJin Chun, UC3M - Universidad Carlos III de Madrid; Sam Maglio, University of Toronto, Rotman School of Management - Marketing

ABSTRACT

This research examines how temporal categorization of recently completed actions—classified as part of the present or past—affects motivation in goal-directed contexts. Across four studies, we show that goal-directed actions are more likely categorized as part of the present than actions in other contexts (Studies 1A and 1B). Study 2 identifies a lack of mental closure as the driver of this categorization, linked to beliefs about motivational benefits. However, Study 3 reveals that present categorization reduces motivation for subsequent goal-directed actions. These findings advance temporal perception and goal-pursuit literature by highlighting how goal-setting hinders mental closure, keeping actions mentally salient, and uncovering a disconnect between motivation beliefs and actual engagement. By strategically framing completed actions—such as workouts or financial tasks—marketers can foster long-term commitment in domains like fitness, productivity, and loyalty programs.