Categorization Effect on Exercise Goal Progress Perception and Motivation: Moderating Role of Self-efficacy

PURPOSE This research explores the underlying mechanism that determines how people perceive their goal progress and its relation with motivation self-efficacy. METHODS Three hundred sixty Koreans who participated in an online survey were given salient individual exercise goals (11 workouts), they reported self-efficacy, perception, motivation. We conducted dummy variable multiple regression analysis (2 [absolute progress-low (27%) vs. high (73%)] X 2 [categorization no-categorization]) moderated mediation based on Process Model 7 21 (Hayes, 2017). RESULTS The findings showed significant interaction between categorization absolute perception. In low condition, group perceived more than no contrary effect condition. For motivation, was motivated group, inverse Moreover, there direct effect, but only self-efficacy played moderating role conditional indirect effect. Lastly, result indicated CONCLUSIONS theoretically contributes to domains of Sport marketers can utilize as a strategy by breaking down yearly memberships into monthly categories consumers perceptions. Future include subsequent after superordinate is completed.