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The role of scale-induced round numbers and goal specificity on goal accomplishment perceptions

Author

Listed:
  • Kunter Gunasti

    (Washington State University)

  • Timucin Ozcan

    (James Madison University)

Abstract

Goal progress can be measured using different scales (e.g., lbs., kg, oz., inches lost in weight loss domain). Despite considerable research on perceived goal progress, little is known about the effects of measurement scales on the mental representation of goal attainment. We present three studies across various domains (e.g., monetary earnings, loyalty rewards, games) which demonstrate that, when the goal is not specific, the expression of progress as a round number on a certain scale leads to a higher sense of accomplishment compared with expression of identical progress as a non-round number on a different scale. We further show that this effect is moderated by goal and whether the level of actual progress made is high or low. When the goal is specific, scale-induced round numbers lead to higher perceived accomplishment at lower progress levels, whereas, when the goal is not specific, they lead to higher perceived accomplishment at higher progress levels.

Suggested Citation

  • Kunter Gunasti & Timucin Ozcan, 2019. "The role of scale-induced round numbers and goal specificity on goal accomplishment perceptions," Marketing Letters, Springer, vol. 30(2), pages 207-217, June.
    • Handle: RePEc:kap:mktlet:v:30:y:2019:i:2:d:10.1007_s11002-019-09492-w
    DOI: 10.1007/s11002-019-09492-w
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    References listed on IDEAS

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    1. Maura L. Scott & Stephen M. Nowlis, 2013. "The Effect of Goal Specificity on Consumer Goal Reengagement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 444-459.
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    7. Minjung Koo & Ayelet Fishbach, 2012. "The Small-Area Hypothesis: Effects of Progress Monitoring on Goal Adherence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(3), pages 493-509.
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    Cited by:

    1. Kunter Gunasti & Haipeng (Allan) Chen, 2023. "Consumer misestimations of small recurring changes vs. a single large lump sum," Marketing Letters, Springer, vol. 34(4), pages 605-617, December.
    2. Gunasti, Kunter & Ozcan, Timucin & Howlett, Elizabeth, 2023. "The crucial role of reference numbers on consumers’ product preferences," Journal of Business Research, Elsevier, vol. 168(C).
    3. 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).

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