Range Goals As Dual Reference Points: Insights For Effective Goal-Setting and Pursuit

Specific, challenging goals are widely considered the gold standard of goal-setting. We demonstrate that range goals can be more motivating than specific goals if individuals leverage both range endpoints as reference points. Individuals who strategically switch from the lower to the upper range endpoint outperform those with high specific goals.


Scott Wallace and Jordan Etkin (2017) ,"Range Goals As Dual Reference Points: Insights For Effective Goal-Setting and Pursuit", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 946-947.


Scott Wallace, Duke University, USA
Jordan Etkin, Duke University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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