Think global, act local:The effect of goal and mindset specificity on willingness to donate to an environmental organization

This paper investigated the effect of goal and mindset specificity on goal-related behavior in the environmental domain. Two Studies demonstrated that goal-related behavior was maximized when participants focused on an abstract goal in combination with a specific mindset, or when they focused on a specific goal in combination with an abstract mindset. When goals and mindset instead matched in terms of abstractness, goal-related behavior was reduced. Study 2 demonstrated that the effect of goal specificity on behavior was mediated by different processes in each of the mindset conditions. When mindsets were abstract, self-efficacy mediated the positive effect of specific goals on behavior; when mindsets were specific, the value of collective environmental action mediated the positive effect of abstract goals on behavior. The results are discussed in the framework of a complementarity approach. It is argued that complementarity, of levels of specificity of goals and mindsets may affect behavior particularly strongly in domains where the discrepancy between the abstract and the specific is large (e.g. the environmental domain). (C) 2009 Elsevier Ltd. All rights reserved.