Abstract
While setting explicit goals often boosts performance, we identify a novel way in which setting a goal can backfire. In 13 studies and four supplemental studies, using both incentive-compatible and hypothetical designs across a range of consumer domains, we demonstrate that setting an explicit goal and making progress towards it decreases the likelihood that people subsequently switch to alternative means of pursuit. This occurs because means are perceived to be more effective relative to alternatives if they have been used to progress towards a clear reference point. Consistent with this mechanism, we demonstrate that the perceived effectiveness of the means used to pursue a goal, relative to the alternative, mediates the effect of setting a goal on the decision to switch means. Further, the effect attenuates if the goal is non-numeric (i.e., does not introduce a reference point) or if people merely choose among means without first making progress. Prompting people to consider the advantages of both the initial and alternative means counteracts the negative effect of setting a goal on the likelihood of switching means. We conclude with a discussion of the theoretical and practical implications of our findings.