How detailed visions of the future can contribute to progress

Recent studies show that visualizing goals can have a powerful influence on human behavior and performance. A new study (Voigt et al., 2024) focuses on understanding the mechanisms behind this phenomenon. In particular, they examined how visual representations of goals can influence individuals' motivation and performance.

Background to the study

The research stems from a growing interest in the role of visual stimuli in motivating human behavior. Previous studies showed that visualizing goals can lead to improved performance in various domains. For example, Carton and Lucas (2018) showed that mental images, such as seeing a visual scene in the “mind's eye,” can evoke positive emotions. Fiset and Boies (2019) showed that a leadership vision, supported by mental imagery, led to increased motivation and better performance in teachers and school leaders. Voigt et al. wanted to delve deeper into the specific processes that play a role in this and how exactly visual objectives lead to increased motivation and better results.

Method

The study used a multi-stage experimental design, conducted in two separate studies.

Study 1: The first study recruited 126 participants, mainly university students and employees of medium-sized organizations. The participants were randomly assigned to one of two conditions:

• Vision condition: Participants in this group were instructed to create a vivid mental image of an ideal vision of the future. They were asked to provide detailed descriptions of what their life or work would be like if they achieved their goals. This included visual details such as the environment, the people around them, and specific actions they would take.
• Superordinate goal condition: Participants in this group were instructed to describe an abstract, overarching goal. They had to think about long-term goals without giving specific visual details.

After these visualization tasks, both groups performed a series of related cognitive and motor tasks. Examples of these tasks include solving complex puzzles and performing physical exercises that were closely linked to the goals they had set. For example, if a participant set a goal to become more physically fit, the motor task included physical exercises that tested endurance.

Study 2: The second study used a time-lagged design to examine the long-term effects of visual goals. This study included 444 participants, who were recruited through online advertisements and lectures. Participants were again randomly assigned to the vision condition or the superordinate goal condition.

• Vision condition: Participants made a detailed visualization of their ideal future, similar to Study 1.
• Superordinate goal condition: Participants again described abstract, overarching goals.

Two weeks later, participants were again assessed for their goal progress through a series of questionnaires and performance on both cognitive and motor tasks relevant to their set goals. For example, participants who set a goal to improve their problem-solving skills were given complex puzzles to solve.

Results and findings

The results of both studies showed that participants exposed to visual target representations performed significantly better on the given tasks than the control groups. In Study 1, participants in the vision condition reported higher positive affect (M=5.27, SD=1.14) compared to the superordinate goal condition (M=4.61, SD=1.33). Study 2 confirmed these findings and showed that visions lead to increased goal progress via positive anticipatory affect and goal commitment. Participants in the vision condition also scored higher on long-term motivation and commitment to their goals.

Implications and reflection

This study provides useful insights into the power of visual purpose. The findings suggest that using visuals in goal setting can significantly improve motivation and performance. This is important for areas such as education, sports coaching, and management.