ABSTRACT Consumers increasingly pursue long‐term goals with the support of social media environments, where idealized standards influence how success is defined and evaluated. Although such standards are often assumed to motivate self‐improvement, we examine how exposure to idealized digital representations affects motivation during ongoing goal pursuit. Drawing on goal systems and self‐regulation theories, we propose that idealized standards function as external goal‐regulating systems that inflate perceived distance between one's current state and a desired goal state, undermining self‐efficacy and goal attainability. Across five studies, including a large‐scale text‐mining analysis and four controlled experiments, we show that idealized representations weaken motivation not by increasing perceived effort, but by inflating perceived goal distance and eroding self‐efficacy. We further demonstrate that these effects depend on how goals are construed. Activating a performance‐oriented mindset amplifies the negative impact of idealized standards, whereas activating a mastery‐oriented mindset attenuates it. Finally, we identify a content‐design intervention that mitigates the motivational costs of idealized standards: emphasizing the means of goal attainment rather than idealized end states preserves motivation despite exposure to idealized goals.
Wagner et al. (Tue,) studied this question.