# It’s the End of the Competition: When Social Comparison Is Not Always Motivating for Goal Achievement

> Research article (Journal of Consumer Research, 2018) · cited 36× · AI/ML

**Wikidata**: [openalex:W2905080845](https://www.wikidata.org/wiki/openalex:W2905080845)  
**Source**: https://4ort.xyz/entity/its-the-end-of-the-competition-when-social-comparison-is-not-always-motivating-for-goal-achievement