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ISSN : 1229-8778
This study investigated which motivation factors influenced on diet goal attainability. Different from previous studies, we focused on the effect of goal levels(high vs. low) rather than goal progress levels. Also, we postulate that the goal distance and implementation intentions play an essential moderating role in relationship between goal level and goal attainability. We conducted two studies to support our hypothesis. First, participants rated high goal attainability when the goal level was low(vs. high), the goal distance was far(vs. near) and the implementation intentions were low(vs. high). Also, according to the results of two-way interactions, study 1 revealed that as goal level decreases, consumers tend to evaluate in more positive manner to the goal attainability regardless of goal distance. On the other hand, when goal level was high(vs. low), participants rated high goal attainability of diet when was goal distance was far(vs. near)(H1). In Study 2, we found that the effect of goal level was differed by implementation intentions. According to the result of study 2, even if dieters had high(vs. low) level for diet goal, they rate high goal attainability of diet when implementation intentions were high(vs. low)(H2). Finally, we found that the certainty plays an essential mediating role in relationship between goal level and goal attainability(H3). We may draw several theoretical and practical contributions. Theoretically, we developed a step further in research in goal level and its related studies.
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