Having a choice of means gears incomplete runners into more effective goal engagement: The effects of deliberative mindsets on the pursuit of identity goals

When individuals committed to a certain long-term identity goal fall short of relevant activities, they experience the state of self-incompleteness. This motivational state leads them to prioritize the identity goal pursuit by engaging in self-symbolizing behaviours. The present research investigates whether inducing a deliberative mindset in incomplete individuals by offering a choice will lead to a stronger preference for more effective options. In four studies, committed runners (N = 625) chose between two available options. In Studies 1 and 2, runners who experienced self-incompleteness were more likely to choose a more effective massage roller than runners who experienced self-completeness. In Studies 3 and 4, incomplete runners preferred a more effective phone application than complete runners. In Study 4, this effect was independent of a social reality induction. Further analyses revealed that effectiveness was related to the perceived effort of an option. Even though from a rational point of view people should prefer options that require less effort, participants committed to the identity goal of being a runner preferred to deal with their self-incompleteness feelings by engaging in the more effective but effortful means.