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The Effect of Goal Specificity on Consumer Goal Reengagement

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  • Maura L. Scott
  • Stephen M. Nowlis

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.

Suggested Citation

  • 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.
    • Handle: RePEc:oup:jconrs:doi:10.1086/670766
    DOI: 10.1086/670766
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    Cited by:

    1. 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.
    2. Gutt, Dominik & von Rechenberg, Tobias & Kundisch, Dennis, 2020. "Goal achievement, subsequent user effort and the moderating role of goal difficulty," Journal of Business Research, Elsevier, vol. 106(C), pages 277-287.
    3. Gilles Grolleau & Naoufel Mzoughi & Deborah Peterson, 2022. "Making Change Easy Is Not Always Good," Review of Behavioral Economics, now publishers, vol. 9(4), pages 315–331-3, November.
    4. Celse, Jérémy & Grolleau, Gilles, 2023. "Fare evasion and information provision: What information should be provided to reduce fare-evasion?," Transport Policy, Elsevier, vol. 138(C), pages 119-128.
    5. Sharif, Marissa A. & Shu, Suzanne B., 2021. "Nudging persistence after failure through emergency reserves," Organizational Behavior and Human Decision Processes, Elsevier, vol. 163(C), pages 17-29.

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