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

Abstract

Extant 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 r..