The Effect of Goal Specificity on Continued Consumer Goal Pursuit

Stephen Nowlis, Washington University in St. Louis, USA
Maura Scott, University of Kentucky, USA
Are consumers more motivated when their goal is a number (e.g., lose 7 pounds) or a range (e.g., 6 – 8 pounds)? Although number goals can yield good performance (e.g., overall weight loss), we find that the unique structure of range goals leads to a greater intention to continue pursuing the goal over time. This occurs because range goals are perceived to be both more challenging and more attainable than number goals.
[ to cite ]:
Stephen Nowlis and Maura Scott (2011) ,"The Effect of Goal Specificity on Continued Consumer Goal Pursuit", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 95-96.