It seems as though a goal of losing 3 pounds and one of losing 2-4 pounds would yield equivalent results. However, research suggests that it does not. It has been found that individuals are more likely to pursue goals when they are ambitious yet flexible. Consumers also reengage various goals, such as losing weight, saving money, or improving their exercise performance. Whether or not they choose to do so is dependent on the accomplishment they feel, which is influenced by whether the goal is a high-low range goal or a single number goal.
In a new study in the Journal of Consumer Research, consumers in a weight loss program set either high-low range goals or single number goals. At the end of the program, there was not a statistically significant difference between the average weight loss of the two groups. However, it was found that the consumers in the high-low range goal group reenrolled in the program at higher rates. This demonstrates that individuals continue to pursue goals that have ranges because the high end goal (lose 4 pounds) increases the challenge of the goal and the low end (lose 2 pounds) increases it's attainability. However, the compromise of losing three pounds may seem like less of an accomplishment, so individuals will not attempt to re-attempt this goal.
Similar results have been found with other goals, such as resisting tempting foods, solving puzzles, or playing a grocery shopping game. Results from various studies have consistently supported the belief that a high-low range goal will encourage reengagement of goals. Therefore, such goals can be viewed as more appealing and effective than single value goals.
References: http://www.sciencedaily.com/releases/2013/06/130618101614.htm
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