Why people find it easier to lose 2-4 pounds rather than 3 pounds?

Consumers are more likely to pursue a goal when they set a high-low range goal instead of a single number goal, a new study has revealed.

This is because they experience a greater sense of accomplishment when a goal is both attainable and challenging, and this makes them want to continue to pursue or reengage their goal, the study concluded.

According to authors Maura L. Scott - Florida State University- and Stephen M. Nowlis -Washington University in St. Louis- whether a goal is a high-low range goal (lose 2 to 4 pounds this week) or a single number goal (lose 3 pounds this week) has a systematic effect on goal reengagement.

"High-low range goals influence consumer goal reengagement through feelings of accomplishment, which itself is driven by the attainability and challenge of the goal," they said.

In one study, consumers in a weight loss program set either high-low range goals or single number goals.

At the end of the program, consumers with high-low range goals re-enrolled in the program at higher rates even though there was no difference in actual average weight loss across the two groups.

In other studies, consumers exhibited similar behaviours with other goals such as resisting tempting foods, solving puzzles, or playing a grocery shopping game.

"Consumers are more likely to pursue a goal when they set a high-low range goal instead of a single number goal. Consumers experience a greater sense of accomplishment when a goal is both attainable and challenging, and this makes them want to continue to pursue or reengage their goal," the authors conclude.

The study was published in the Journal of Consumer Research.