The Effect of Goal Specificity on Consumer Goal Reengagement

Bibliographic Data

ID2223403
AuthorsMaura L Scott (0000-0002-1392-9455, Florida State University), Stephen M Nowli, Stephen M Nowlis (Washington University in St. Louis)
Year2013
Volume40
Issue3
Pages444-459
Publication date2013-10-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Consumer Research (JOURNAL)
Journal identifiersISSN: 0093-5301 • E-ISSN: 1537-5277
PublisherOxford University Press (OUP) (PUBLISHER)
DOI10.1086/670766
OpenAlexW2120935926
LanguageEN
Citations received9
References cited34

Consumers often need to decide if they want to reengage a goal, such as a goal of losing weight, a goal of saving money, or a goal of performing well on a video game. This research finds that consumers are more likely to reengage a goal when they have set a high-low range goal (e.g., lose 2–4 pounds this week) than when they have set a single number goal (e.g., lose 3 pounds this week). This effect is driven by the greater attainability and greater challenge of the high-low range goal, which then leads to a greater feeling of accomplishment. Thus, these findings suggest that in order to keep a consumer motivated over time to continue with an activity or continue using a product, that consumer should first set or be given a high-low range goal

Business · Economics · Feeling · Goal Orientation · Goal pursuit · Goal setting · Order (exchange) · Product (mathematics) · Set (abstract data type) · Behavioral Health and Interventions · Computer Science · Eating Disorders and Behaviors · Marketing · Mathematics · Motivation and Self-Concept in Sports · Psychology · Social Psychology