The Role of Scale-Induced Round Numbers and Goal Specificity on Goal Accomplishment Perceptions

Goal progress can be measured using different scales (e.g., lbs., kg, oz., inches lost in weight loss domain). Despite considerable research on perceived goal progress, little is known about the effects of measurement scales on the mental representation of goal attainment. In three studies, we examine how the use of different scales can change the perceptions of progress in the realization of a goal. First, we demonstrate that reaching scale-induced round numbers leads to perceptions of higher accomplishment and lower motivation than corresponding non-round numbers on different scales. For example, if someone is running 2.2 miles a day, running 20 miles feels like a higher accomplishment than its equivalent of running 9 days, whereas running 10 days feel better than its equivalent of running 22 miles. We further show that this effect is moderated by goal specificity (e.g., I want to run as much as I can vs. I want to run for a month or 60 miles) and whether the level of actual progress made is high or low. When the goal is specific scale-induced round numbers lead to higher perceived accomplishment at lower progress levels, whereas when the goal is not specific, they lead to higher perceived accomplishment at higher progress levels.