It is harder to lose three pounds than 'two to four': Being specific ...

Best way to lose weight is to be ambitious but flexible Better to set yourself a weight loss goal range rather than specific target Those who have weight loss range more likely to repeat diet

By Bianca London

PUBLISHED: 08:14 EST, 10 July 2013 | UPDATED: 08:28 EST, 10 July 2013

Anyone who has embarked on a diet knows that it can be an uphill battle that requires determination, perseverance and a lot of will power.

And whether it is a precise number of pounds, a dress size or an exact time frame, dieters often set specific goals for themselves in the battle against the bulge.

But according to the latest study, this isn't the best way to go about shifting unwanted weight and people are more likely to lose weight when they are ambitious yet flexible.

According to a new study in the Journal of Consumer Research setting high-low range goals - for example 'lose 2 to 4 pounds this week' - compared to specific goals - such as 'lose 3 pounds this week ' - gives dieters a greater chance of success.

Authours of the study, Maura L. Scott (Florida State University) and Stephen M. Nowlis (Washington University in St. Louis), say: 'High-low range goals influence consumer goal reengagement through feelings of accomplishment, which itself is driven by the attainability and challenge of the goal.'

In a study, individuals in a weight loss programme set either high-low range goals or single number goals.

When the programme came to an end, those who had set high-low range goals re-enrolled in the programme, even though there was no difference in actual average weight loss between the two groups.

The research found that having a high-low range goal can offer 'the best of both worlds' because of its flexibility and also encourages dieters to repeat the diet.

Researchers say that the high end of the goal (such as 'lose 4 pounds') increases the challenge, and the low end goal ('lose 2 pounds') increases its attainability, therefore making it a happy medium.

A single number goal (lose 3 pounds) may, however, be perceived by dieters as a compromise and is therefore less challenging and less attainable.

They concluded: 'Consumers are more likely to pursue a goal when they set a high-low range goal instead of a single number goal.

'Consumers experience a greater sense of accomplishment when a goal is both attainable and challenging, and this makes them want to continue to pursue or reengage their goal.'

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