Pursuing fitness: how dialectic goal striving and intersubjectivity influence consumer outcomes

Abstract

ABSTRACTConsumers increasingly engage expert service providers in their goal pursuits. While the literature focuses primarily on goal attainment, this presents just one stage of extended goal striving. Using Bagozzi and Dholakia’s [(1999). “Goal Setting and Goal Striving in Consumer Behavior.” Journal of Marketing 63 (Special Issue): 19–32] goal-striving framework as the foundation, this qualitative research examines the client–trainer interactions in the goal-striving process. We find that goal striving with the aid of expert service providers entails intersubjectivity. The consumer wrestles with multiple understandings of fitness to determine and pursue a goal. This considers the individual’s perceptions and desires, cultural and societal discourses, and trainer’s views. Effective goal pursuit requires shared understanding between client and trainer. It entails a moment of release when consumers accept their inability to translate goals into actions alone. This occurs at multiple stages of the process. By examining the influence of service providers on goal strivers, this research extends our understanding of goal striving as an accepted agreement between the Self and Other.