Goal Framing through Communication: Impact of Intrinsic vs. Extrinsic Message on Task Performance and Persistence

Abstract

Communication is one of the most important tools to affect and influence behavior, emotions, and cognition. Goal framing through communication refers to presenting a task with either an intrinsic or extrinsic motivational message. This has been explored in European contexts where extrinsic vs. intrinsic messages caused less task performance and persistence intentions. The aim of the present study was, therefore, to explore goal framing in an Asian context where extrinsic life goals are perceived essential for success. A quasi-experimental study was conducted in six classes (N=241) of the Business department at a higher education institute in Karachi, where a soft skills reading task was framed in terms of intrinsic (self-growth) vs. extrinsic (financial success) message.  Multivariate analysis revealed that performance was higher in the two goal-framing conditions compared to the controlled condition. Persistence intentions were also higher in the extrinsic goal-framing condition compared to the controlled condition. The findings suggest that goal framing is significant at the undergraduate level. Further, extrinsic messaging might facilitate performance in various areas in the contexts that promote money-making goals and are economically developing. The findings have important implications for communication experts.