Consumers often pursue goals that lack specific end states, such as goals to lose as much weight as possible or to pay off as much debt as possible. Yet despite considerable interest in the consequences of setting nonspecific (vs. specific) goals, how goal specificity affects motivation throughout goal pursuit is less well understood. The current research explores the role of reference points in shaping goal specificity’s effects. We propose that goal specificity alters what reference point consumers spontaneously adopt during goal pursuit: for specific goals, the end state tends to be more salient, but for nonspecific goals, the initial state should be more salient. Five studies investigate how this difference in focal reference points shapes (1) the relationship between goal progress and motivation, (2) when (i.e., at what level of goal progress) goal specificity produces the greatest difference in motivation, and (3) the underlying process driving these effects. Our findings advance understanding of the relationship between goal specificity, goal progress, and motivation, and in doing so, underscore the critical role that reference points play in goal-directed behavior. In addition, the findings offer practical insight into how best to set important financial, health, and other consumer goals to enhance motivation.

Background Decision-making for lung cancer treatment can be complex because it involves both provider recommendations based on the patient’s clinical condition and patient preferences. This study describes the relative importance of several considerations in lung cancer treatment from the patient’s perspective. Methods A conjoint preference experiment began by asking respondents to imagine that they had just been diagnosed with lung cancer. Respondents then chose among procedures that differed regarding treatment modalities, the potential for treatment-related complications, the likelihood of recurrence, provider case volume, and distance needed to travel for treatment. Conjoint analysis derived relative weights for these attributes. Results A total of 225 responses were analyzed. Respondents were most willing to accept minimally invasive operations for treatment of their hypothetical lung cancer, followed by stereotactic body radiation therapy (SBRT); they were least willing to accept thoracotomy. Treatment type and risk of recurrence were the most important attributes from the conjoint experiment (each with a relative weight of 0.23), followed by provider volume (relative weight of 0.21), risk of major complications (relative weight of 0.18), and distance needed to travel for treatment (relative weight of 0.15). Procedural and treatment preferences did not vary with demographics, self-reported health status, or familiarity with the procedures. Conclusions Survey respondents preferred minimally invasive operations over SBRT or thoracotomy for treatment of early-stage non-small cell lung cancer. Treatment modality and risk of cancer recurrence were the most important factors associated with treatment preferences. Provider experience outweighed the potential need to travel for lung cancer treatment.

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