Level of aspiration behaviour in relation to payoffs and costs following success and failure

This study investigated the effect on goal‐setting behaviour of varying both payoffs and costs in a level of aspiration situation. Payoffs were defined as “high” when points awarded for success equalled actual performance, and as “low” when points awarded for success equalled stated level of aspiration. Costs were defined as “high” when S obtained zero points after failure, and as “low” when S obtained points equal to actual performance after failure. Results show that mean goal discrepancy scores are higher and mean attainment discrepancy scores are lower when payoff is low rather than high, and when cost is low rather than high. Differences are greatest when a low payoff‐low cost condition is compared to a high payoff‐high cost condition. Results are discussed in relation to decision theoretical approaches to the analysis of factors involved in level of aspiration behaviour. 1964 Australian Psychological Society