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How reaching numerical roundness on subgoals affects the completion of superordinate goals

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  • Ozcan, Timucin
  • Hair, Michael
  • Gunasti, Kunter

Abstract

This research shows that consumers who achieve numerically round subgoals perceive a higher chance of accomplishing their superordinate goals compared to those who achieve numerically non-round subgoals. This effect is mediated by the shifts in motivation to accomplish superordinate goals. First, a pilot test presents preliminary evidence from a large secondary dataset of runners’ timings in a 10 k race. Then, the effect is tested in a series of scenario-based experiments by manipulating the round vs. non-round subgoals in a variety of contexts, such as credit score, running, weight loss and loyalty programs. This is followed by a study employing a game setting where participants make guesses and earn (round vs. non-round) points. Next, a field experiment manipulates the grading method of student exams in an actual course to utilize round vs. non-round scales. Finally, a lab experiment demonstrates the moderating role of goal progress level.

Suggested Citation

  • Ozcan, Timucin & Hair, Michael & Gunasti, Kunter, 2024. "How reaching numerical roundness on subgoals affects the completion of superordinate goals," Journal of Business Research, Elsevier, vol. 177(C).
    • Handle: RePEc:eee:jbrese:v:177:y:2024:i:c:s0148296324001218
    DOI: 10.1016/j.jbusres.2024.114617
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    References listed on IDEAS

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