Range goals as dual reference points

Goals are an important motivational tool, and goal setting plays a critical role in both the process and outcomes of goal pursuit. But while the literature on goal setting has largely focused on specific goals, emphasizing their benefits relative to “do your best” goals, an important alternative has largely been overlooked: range goals. Contributing to this gap, we propose a novel conceptualization of range goals as dual reference points, emphasizing the role of the two range endpoints as discrete targets during goal pursuit. In this research, we develop and empirically validate two key propositions: (1) that a range goal's lower and upper endpoints serve as distinct reference points, and (2) that individuals can flexibly direct (and change) their focus between these two endpoints during goal pursuit. Building on these propositions, we predict and test a series of implications for managing range goal pursuit (e.g., timing feedback messages or structuring complex goal tasks to enhance performance), finding that range goal performance is greatest when positive or encouraging cues occur around the range's lower endpoint. Finally, contrasting these insights with related findings in the context of specific goals, we test and discuss implications for goal setting (i.e., choosing to set a range vs. specific goal for a particular application). Six main empirical studies (plus five supplemental and one pilot study) support our conceptualization of range goals as dual reference points, shedding light on when and why range goals are a particularly effective motivational tool.

Duke Scholars

Author Jordan F Etkin Fuqua School of Business