Featured Research

from universities, journals, and other organizations

Why is it easier to lose 2-4 pounds rather than 3 pounds?

Date:
June 18, 2013
Source:
Journal of Consumer Research, Inc.
Summary:
Consumers are more likely to pursue goals when they are ambitious yet flexible, according to a new study.

Consumers are more likely to pursue goals when they are ambitious yet flexible, according to a new study in the Journal of Consumer Research.

Related Articles


"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.


Story Source:

The above story is based on materials provided by Journal of Consumer Research, Inc.. Note: Materials may be edited for content and length.


Journal Reference:

  1. Maura L. Scott and Stephen M. Nowlis. The Effect of Goal Specificity on Consumer Goal Reengagement. Journal of Consumer Research, October 2013

Cite This Page:

Journal of Consumer Research, Inc.. "Why is it easier to lose 2-4 pounds rather than 3 pounds?." ScienceDaily. ScienceDaily, 18 June 2013. <www.sciencedaily.com/releases/2013/06/130618101614.htm>.
Journal of Consumer Research, Inc.. (2013, June 18). Why is it easier to lose 2-4 pounds rather than 3 pounds?. ScienceDaily. Retrieved December 21, 2014 from www.sciencedaily.com/releases/2013/06/130618101614.htm
Journal of Consumer Research, Inc.. "Why is it easier to lose 2-4 pounds rather than 3 pounds?." ScienceDaily. www.sciencedaily.com/releases/2013/06/130618101614.htm (accessed December 21, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Sunday, December 21, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Researchers Test Colombian Village With High Alzheimer's Rates

Researchers Test Colombian Village With High Alzheimer's Rates

AFP (Dec. 19, 2014) In Yarumal, a village in N. Colombia, Alzheimer's has ravaged a disproportionately large number of families. A genetic "curse" that may pave the way for research on how to treat the disease that claims a new victim every four seconds. Duration: 02:42 Video provided by AFP
Powered by NewsLook.com
Double-Amputee Becomes First To Move Two Prosthetic Arms With His Mind

Double-Amputee Becomes First To Move Two Prosthetic Arms With His Mind

Buzz60 (Dec. 19, 2014) A double-amputee makes history by becoming the first person to wear and operate two prosthetic arms using only his mind. Jen Markham has the story. Video provided by Buzz60
Powered by NewsLook.com
Prenatal Exposure To Pollution Might Increase Autism Risk

Prenatal Exposure To Pollution Might Increase Autism Risk

Newsy (Dec. 18, 2014) Harvard researchers found children whose mothers were exposed to high pollution levels in the third trimester were twice as likely to develop autism. Video provided by Newsy
Powered by NewsLook.com
Yoga Could Be As Beneficial For The Heart As Walking, Biking

Yoga Could Be As Beneficial For The Heart As Walking, Biking

Newsy (Dec. 17, 2014) Yoga can help your weight, blood pressure, cholesterol and heart just as much as biking and walking does, a new study suggests. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins