Abstract

Goal-setting theory has shown that difficult goals improve task performance. However, a goal can differ not only in terms of its difficulty level, but also in terms of how its meaningfulness is cognitively represented. The present paper conceptualizes the goal identification level to explain its effects on task performance. As suggested by an action identification theory, the goal identities are assumed to be structured by hierarchical levels. It is hypothesized that the higher the goal identification level, the greater the performance improvement, and there would be an interaction effect of goal identification level and goal difficulty. Ninety subjects participated in 2 (high, low goal identification) × 3 (high, medium, low goal difficulty) completely randomized factorial experiment. Results showed that subjects with high goal identification performed better than those with low goal identification. Also, goal difficulty effects were observed only in law goal identification condition, whereas subjects in high identification condition maintained high performance level regardless of goal difficulty. These results imply that goal identification level can be a useful concept as a moderating variable, and high goal identification level is related to individuals/ ideal self-image or desirable self-concept.