The Effect of Goal Visualization on Goal Pursuit: Implications for Individuals and Managers
The Effect of Goal Visualization on Goal Pursuit: Implications for Individuals and Managers
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目标可视化对目标追求的影响：对个人和管理者的影响
DOI：
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发表时间：
2010
期刊：
影响因子：
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通讯作者：
Rajesh Bagchi
中科院分区：
文献类型：
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作者：
Amar Cheema;Rajesh Bagchi
本研究表明，当个体接近一个目标时，外部表征增加了对该目标的可视化便利性，从而增强了对目标的追求。具体来说，容易想象的目标被认为比难以想象的目标更接近，因此会增加努力和承诺。可视化的容易程度影响了1500米奥运会和区域游泳比赛的成绩以及在实验室中施加的体力。可视化还会影响对节省的承诺、等待服务的意愿以及模拟销售任务中的表现。重要的是，只有当个人接近目标时，可视化的有益效果才会存在。此外，当目标被分割成子目标时，可视化效果会减弱。管理人员可以利用这些结果来增强消费者的目标追求（例如，对于试图减肥的消费者），影响在线服务遇到的消费者满意度（例如，当消费者等待帮助时），并激励员工提高绩效。在这些不同的环境中，目标进展的视觉表现（如进度条）可能会在个人接近目标时增强动机。
This research demonstrates that as individuals approach a goal, external representations which increase the ease of visualizing this goal enhance goal pursuit. Specifically, easy-to-visualize goals are judged to be closer than harder-to-visualize goals and consequently increase effort and commitment. Ease of visualization affects performance in 1500m Olympic and Sectional swimming competitions and the physical effort exerted in the lab. Visualization also affects commitment towards savings, willingness to wait for service, and performance in a simulated sales task. Importantly, the beneficial effects of visualization exist only when individuals are close to the goal. Furthermore, the effect of visualization is attenuated when the goal is split into subgoals. Managers can use these results to enhance consumer goal pursuit (for instance, for consumers who are trying to lose weight), influence consumer satisfaction in online service encounters (such as when consumers are waiting to be helped), and to motivate employees to improve performance. In these varied contexts, visual representations of goal progress (such as progress bars) are likely to enhance motivation as individuals approach their goal.