Effects of plan specificity and eveningness–morningness orientation on health goal pursuit

Abstract

AbstractExtant research has identified several boundary conditions for the beneficial effects of planning in goal pursuit. The present research examines how consumers with morningness‐ (early birds) or eveningness‐orientation (night owls) benefit differentially from health goal planning. Specifically, three studies in an eating context show that early birds respond better to specific diet plans, while night owls respond better to general diet plans. Therefore, a match between plan specificity and one's eveningness–morningness orientation promotes self‐efficacy in carrying out the plans and the consequent health goal‐directed motivation and behaviors. The fourth study in an exercise context further reveals that individual differences in body mass index moderate the combined effect of plan specificity and eveningness–morningness orientation on health goal pursuit. Together, our findings provide practical implications by demonstrating how planning‐based interventions can motivate different consumer segments in health goal pursuit.