Rotterdam school of Management, Erasmus University compact logo

Setting vague goals that are inconsistent with your object, can actually be a good thing, as this study showed.

If the pandemic has inspired you to run a half-marathon in the new year, or take up virtual Pilates and want to get better at it, you have contended with the challenges of goal-setting.

Thanks to research, academics are pretty familiar with how setting goals will impact behavior and performance. We know less about what makes people decide the level of their goals: for example, deciding to work out twice or three times per week.

Together with Mirjam Tuk and Bram Van den Bergh of the RSM, we embarked on a project to see how consumers can be prompted to set more-ambitious goals.


  • Mirjam Tuk
    Role: Faculty
    Reference type: Referenced
  • Bram Van den Bergh
    Role: Faculty
    Reference type: Referenced

Media Outlets

  • Digicon Asia (Online)