Goal Importance and Commitment
People’s willingness to achieve any goal is influenced by the importance they attach to each goal and the commitment they feel toward it. As people evaluate the importance of their goals, they also prioritize them (Austin & Vancouver, 1996).
Because people weigh their goals according to situational factors such as the roles of the participants, the setting in which the interaction occurs, and the relational history of the participants, people tend to prioritize goals differently (Tracy, 1984). The importance people attach to their goals also influences their commitment to the goals. The more important a goal is, the more likely a person is to engage in actions to achieve that goal (Dillard, 1990a), and the more willing s/he is to continue to expend effort to achieve that goal (Austin & Vancouver, 1996).
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