The effect of goal specificity on consumer goal reengagement.

• Autores: Maura L Scott, Stephen M. Nowlis
• Localización: Journal of Consumer Research, ISSN-e 1537-5277, Vol. 40, Nº. 3, 2013, págs. 444-459
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • 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. [ABSTRACT FROM AUTHOR]