Table 1 Goal frames and their... | Emerald Publishing

Table 1

Goal frames and their characteristics

Theory characteristic	Hedonic goal	Gain goal	Normative goal
Definition	To feel better right now	To maintain and improve resources	To do the appropriate and right thing
Sensitive to	What increases and decreases pleasure and affects mood, energy level, social atmosphere	What improves or guard resources; incentives	What a person thinks he or she ought to do (according to self and others and people’s behavior)
Time horizon	Short	Medium or long	Long
Examples of sub-goals	Avoiding effort, negative thoughts, negative events and uncertainty. Seeking pleasure, improvement in self-esteem and excitement	Saving money, increasing income, dealing with threats to financial security	Behaving the right way, contributing to a clean environment, showing exemplary behavior
A priori strength	Strongest a priori. Needs the least external support	Needs support of institutions (e.g. religion, secure property rights)	Most dependent on external support (e.g. institutions and morality)
Strengthening values	Hedonic	Egoistic	Altruistic and biospheric

Theory characteristic	Hedonic goal	Gain goal	Normative goal
Definition	To feel better right now	To maintain and improve resources	To do the appropriate and right thing
Sensitive to	What increases and decreases pleasure and affects mood, energy level, social atmosphere	What improves or guard resources; incentives	What a person thinks he or she ought to do (according to self and others and people’s behavior)
Time horizon	Short	Medium or long	Long
Examples of sub-goals	Avoiding effort, negative thoughts, negative events and uncertainty. Seeking pleasure, improvement in self-esteem and excitement	Saving money, increasing income, dealing with threats to financial security	Behaving the right way, contributing to a clean environment, showing exemplary behavior
A priori strength	Strongest a priori. Needs the least external support	Needs support of institutions (e.g. religion, secure property rights)	Most dependent on external support (e.g. institutions and morality)
Strengthening values	Hedonic	Egoistic	Altruistic and biospheric

Source: do Canto et al. (2023)