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Cited by 48Behavioral Health and InterventionsDecision-Making and Behavioral EconomicsGrit, Self-Efficacy, and Motivation

The Effect of Goal Specificity on Consumer Goal Reengagement

Scott, Maura L., Nowlis, Stephen M.·2013·Journal of Consumer Research
DOI 10.1086/670766
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Abstract

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.

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Crossref · 10.1086/670766

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42 of 42 references verified0 citation errors · 0 not checkable

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  • Successful goal pursuit typically leads to a greater sense of achievement and increased motivation to engage in goal-consistent behaviors, whereas goal failure precipitates discouragement and demotivation.

    “Second, they completed several measures capturing additional indicators of goal progress drawn from prior literature showing that successful goal pursuit typically leads to a greater sense of achievement and increased motivation to engage in goal-consistent behaviors (Bandura 1977; Hollenbeck et al. 1989; Scott and Nowlis 2013), whereas goal failure precipitates discouragement and demotivation (B”

    From On or Off Track: How (Broken) Streaks Affect Consumer Decisions (2023) · cites this paper as Scott and Nowlis 2013

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Related

Authors
Scott, M. L., & Nowlis, S. M.
Affiliations
  • Florida State University (US)
  • Washington University in St. Louis (US)
ORCID
Scott, Maura L.
Venue
Journal of Consumer Research
Publisher
Oxford University Press (OUP)
Published
2013-10-01
Volume
40
Issue
3
Pages
444-459
ISSN
  • 0093-5301 (ISSN-L)
  • 1537-5277
DOI
10.1086/670766
OpenAlex
W2120935926
Cited by
48
References
44
Citations by year
2026: 4 · 2025: 2 · 2024: 8 · 2023: 3 · 2022: 2 · 2021: 4 · 2020: 2 · 2019: 4 · 2018: 6 · 2017: 3 · 2016: 2 · 2015: 5 · 2014: 2 · 2013: 1
FWCI
5.05
Type
journal article
Language
en
Open access
closed
Locations
Journal of Consumer Research (publishedVersion)
Topics
  • Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
  • Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
  • Social Sciences › Psychology › Social Psychology › Grit, Self-Efficacy, and Motivation
Keywords
goal specificity, goal reengagement, goal setting, goal attainability, achievement, consumer motivation, consumer behavior

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