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Project Team Rewards
Appendix III: Goal Theory Illustration
An important factor in goal theory is that the goal is difficult but achievable. Furnham
(1997) provides as example a car salesperson. If this person were told to sell two cars a
month he/she certainly would reach the goal and probably even sell a little bit more.
Nevertheless, there was not much incentive to sell more because two was the goal. A good
goal might be 12 cars. This would be difficult but achievable. Maybe the salesperson
would even not achieve this goal every month and sometimes only sell 10 cars.
Nevertheless, the overall performance would be much higher as if the goal was selling two
cars. Of course, a goal of, for instance, 60 cars would not be achievable and would
decrease the motivation.
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