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ISSN : 1229-8778
This study noted that, in a situation where a long-term goal is set, people can construe their goals differently depending on how the time interval in which the goal is performed is presented. Specifically, when the time interval in which the target action is continued is presented as a date, the point at which the target action is completed becomes more specific, and the attention is further paid to the outcomes, thereby activating high construal. On the other hand, if the time interval is presented as a period, more focus is given to the time interval at which the action is performed, which activates low construal. In order to verify this, Study 1 was conducted and it was verified that there was a difference in the relative preference for the means by which the two attributes(feasibility vs. desirability)are trade-off depending on the time interval description. Also, the perceived means may vary depending on the goal construal, and when these are corresponding to each other, the motivation for goal pursuit is high. Specifically, when the goal is construed at a high level, the motivation for goal pursuit is high when the similarity of the means is high, whereas when the goal is construed at the low level, the motivation for goal pursuit is high when the similarity of the means is low. Thus, if the time interval is presented as a date, the motivation for goal pursuit will be high when the similarity of the means is high, whereas if the time interval is presented as the duration, the motivation for goal pursuit will be high when the similarity of the means is low. In order to verify this, Study 2 was conducted and it was verified that the motivation for goal pursuit was higher than the case in which the similarity of the means was low when the time interval was presented as the date.
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