Effects of Evaluability on Goal Fulfillment and Satisfaction

Zachary Arens, University of Maryland, USA
Rebecca Hamilton, University of Maryland, USA
Goal theory suggests that goal fulfillment involves evaluating an outcome against the goal’s criteria. However, goals differ in their evaluability. We propose that goals are easy to evaluate when they are specific, defined in terms of product features, or when there is a standard of comparison. And we propose that goals are difficult to evaluate when they are vague, defined in terms of benefits or lack standards. These differences in evaluability impact goal fulfillment, product satisfaction and motivation to pursue the goal. Thus, easy-to-evaluate (difficult-to-evaluate) goals create polarized (moderate) levels of satisfaction and motivation, depending on product performance.
[ to cite ]:
Zachary Arens and Rebecca Hamilton (2010) ,"Effects of Evaluability on Goal Fulfillment and Satisfaction", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 749-749 .