(Press-News.org) Consumers are more likely to pursue goals when they are ambitious yet flexible, according to a new study in the Journal of Consumer Research.
"Whether a goal is a high-low range goal (lose 2 to 4 pounds this week) or a single number goal (lose 3 pounds this week) has a systematic effect on goal reengagement. High-low range goals influence consumer goal reengagement through feelings of accomplishment, which itself is driven by the attainability and challenge of the goal," write authors Maura L. Scott (Florida State University) and Stephen M. Nowlis (Washington University in St. Louis).
Consumers often have a choice about the types of goals they want to set for themselves, and they may want to repeat various goals over time. For example, consumers often reengage goals such as losing weight, saving money, or improving their exercise or sports performance.
In one study, consumers in a weight loss program set either high-low range goals or single number goals. At the end of the program, consumers with high-low range goals reenrolled in the program at higher rates even though there was no difference in actual average weight loss across the two groups. In other studies, consumers exhibited similar behaviors with other goals such as resisting tempting foods, solving puzzles, or playing a grocery shopping game.
A high-low range goal can offer "the best of both worlds" compared to a single number goal due to its flexibility: the high end of the goal (lose 4 pounds) increases the challenge of the goal, while the low end (lose 2 pounds) increases its attainability. On the other hand, a single number goal (lose 3 pounds) may be perceived as a compromise and therefore both less challenging and less attainable.
"Consumers are more likely to pursue a goal when they set a high-low range goal instead of a single number goal. Consumers experience a greater sense of accomplishment when a goal is both attainable and challenging, and this makes them want to continue to pursue or reengage their goal," the authors conclude.
###
Maura L. Scott and Stephen M. Nowlis. "The Effect of Goal Specificity on Consumer Goal Reengagement." Journal of Consumer Research: October 2013. For more information, contact Maura Scott or visit http://ejcr.org/.
Why is it easier to lose 2-4 pounds rather than 3 pounds?
2013-06-18
ELSE PRESS RELEASES FROM THIS DATE:
Iodine in bread not enough for pregnant women
2013-06-18
Research from the University of Adelaide shows that iodized salt used in bread is not enough to provide healthy levels of iodine for pregnant women and their unborn children.
The study-– led by researchers from the University's Robinson Institute – has prompted calls for pregnant women to keep taking iodine supplements.
Iodine deficiency is recognized by the World Health Organization (WHO) as the most common preventable cause of brain damage in the world.
"Iodine is an essential element which is important for human brain development and thyroid function," says one ...
Free perks and upgrades: Could they actually embarrass consumers?
2013-06-18
Consumers may not enjoy receiving free perks or upgrades in public, according to a new study in the Journal of Consumer Research.
"Preferential treatment is often conferred in public settings. When preferential treatment is unearned rather than earned, the presence of other consumers who do not receive the same treatment can diminish satisfaction for the consumer receiving preferential treatment," write authors Lan Jiang (University of Oregon), JoAndrea Hoegg, and Darren W. Dahl (both University of British Columbia).
Preferential treatment (where only some consumers ...
The geometry of persuasion: How do seating layouts influence consumers?
2013-06-18
Consumers seated in circular arrangements feel a greater need to belong than those seated in angular layouts, according to a new study in the Journal of Consumer Research.
"The geometric shape of a seating arrangement can impact consumers by priming one of two fundamental needs: a need to belong or a need to be unique. Consumers will be most favorable toward persuasion material (advertising) that is consistent with the primed need," write authors Rui (Juliet) Zhu (University of British Columbia) and Jennifer J. Argo (University of Alberta).
Seating arrangements matter ...
Why do appetizers matter more when you're dining out with friends?
2013-06-18
First impressions of experiences have a greater impact when consumers share the experience with others, according to a new study in the Journal of Consumer Research.
"When consumers consume an experience alone, the end of the experience has a greater effect on their overall evaluations. On the other hand, when consumers consume an experience with others, the beginning has a greater influence on how they judge the entire experience," write authors Rajesh Bhargave (University of Texas, San Antonio) and Nicole Votolato Montgomery (University of Virginia).
Experiences (vacations, ...
Storytelling program helps change medical students' perspectives on dementia
2013-06-18
Treating patients with dementia can be viewed as a difficult task for doctors, but Penn State College of Medicine researchers say that storytelling may be one way to improve medical students' perceptions of people affected by the condition. Participation in a creative storytelling program called TimeSlips creates a substantial improvement in student attitudes.
Daniel George, assistant professor of humanities, tested the effects of the TimeSlips program in an elective course he teaches at the college. Fourth-year medical students worked with patients at Country Meadows, ...
An article in 'Cell' reveals a new resistance mechanism to chemotherapy in breast and ovarian cancer
2013-06-18
It is estimated that between 5% and 10% of breast and ovarian cancers are familial in origin, which is to say that these tumours are attributable to inherited mutations from the parents in genes such as BRCA1 or BRCA2. In patients with these mutations, PARP inhibitors, which are currently in clinical trials, have shown encouraging results that make them a new option for personalised cancer treatment, an alternative to standard chemotherapy. Nevertheless, the latest studies indicate that a fraction of these patients generate resistance to the drug and, therefore, stop responding ...
What makes people click?
2013-06-18
A new study has analysed tens of thousands of articles available to readers of online news and created a model to find out 'what makes people click'.
The researchers developed a model of "news appeal" based on the words contained in an article's title and text intro, which is what a reader uses when they choose to click on a story.
The study by academics at the University of Bristol's Intelligent Systems Laboratory is published in a series of publications.
The aim of the study was to model the reading preferences for the audiences of 14 online news outlets using machine ...
Huddersfield researcher publishes a study of psychopathy and criminal behavior
2013-06-18
University of Huddersfield researcher, Dr Daniel Boduszek, has co authored a an article in the Journal of Ciminal Psychology that analyses the relationship between psycopathy and criminal behaviour.
The paper provides a critical review of psychopathy literature, with a particular focus on recent research examining the relationship between psychopathy and various forms of criminal behaviour.
The results indicate that substantial empirical research exists to suggest that psychopathy is a robust predictor of criminal behaviour and recidivism. Furthermore, considerable ...
Gel or whitening? Consumer choice and product organization
2013-06-18
Consumers choose lower-priced products and are more satisfied with their purchase when products are organized by benefits instead of features, according to a new study in the Journal of Consumer Research.
"It matters whether products are organized by features or benefits. Simply changing the way the same set of products is organized impacts how consumers process information and make choices," write authors Cait Poynor Lamberton (University of Pittsburgh) and Kristin Diehl (University of Southern California).
Consumers frequently shop for products that have been organized ...
Beliefs about causes of obesity may impact weight, eating behavior
2013-06-18
Whether a person believes obesity is caused by overeating or by a lack of exercise predicts his or her actual body mass, according to new research published in Psychological Science, a journal of the Association for Psychological Science.
Obesity has become a pressing public health issue in recent years, with two-thirds of U.S. adults classified as overweight or obese and similar trends unfolding in many developed nations. Researchers Brent McFerran of the Ross School of Business at the University of Michigan and Anirban Mukhopadhyay of Hong Kong University of Science ...