The Effect of Goal Specificity on Continued Consumer Goal Pursuit

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.



Citation:

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.

Authors

Stephen Nowlis, Washington University in St. Louis, USA
Maura Scott, University of Kentucky, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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