Moving Goalpost Phenomenon and Its Psychological and Behavioural Responses among Corporate Employees – An Exploratory Study

Abstract

This study identifies and describes the Almost-Enough Phenomenon (AEP) as a cumulative psychological experience that develops when employees repeatedly demonstrate competence but receive little or no recognition. The Moving Goalpost Phenomenon (MGP), in which performance standards shift selectively and without transparency after being met, is proposed as the primary trigger. Repeated exposure to MGP produced a sequence of internal responses in participants, namely Learned Helplessness, the Impostor Phenomenon, Effort Adjustment, and eventual Turnover Intention. Using a qualitative, interpretivist, phenomenological design, semi-structured interviews were conducted with 20 entry- to mid-level corporate employees across industries. Thematic analysis revealed AEP as a complete, harmful experience. Key contributions include extending MGP to macro-structural influences (for example, AI-driven change), identifying managers as mediators, highlighting self-concept strength as a moderator, and noting cognitive reframing as a disruption mechanism. Prolonged AEP exposure also fostered more transactional workplace relationships. Naming this experience shifts the focus from individual inadequacy to organisational accountability, suggesting directions for practice and future research.