The Motivational Paradox: How Aspirational-Goal Communications Influence Sales Performance and Information Acquisition

This study examines how aspirational-goal communications influence sales agents’ performance and information-seeking behavior. In a field experiment across 100 stores in Sweden, agents in the treatment group received daily personalized text messages with aspirational sales goals tailored to their prior performance. Results show that these communications increase sales performance, particularly among low-performing agents, primarily through higher unit sales. At the same time, they reduce agents’ willingness to monitor within-day sales progress—reflecting the ostrich effect—which can adversely affect performance. Information acquisition, in the form of sales-progress monitoring, typically aids effort provision, but aspirational-goal communications suppress such behavior, complicating performance management. These findings highlight the dual effects of aspirational-goal communications: while they enhance motivation, they may also prompt information avoidance. The study contributes to research on goal setting and sales management by clarifying the trade-offs in designing effective motivational and communication strategies.