People who set ambitious goals have a greater level of satisfaction compared to people who set conservative goals, according to a paper by the Cecile K. Cho, a University of California, Riverside assistant marketing professor.
Cho and co-author Gita Venkataramani Johar, a professor at Columbia University, set up two experiments to compare people who set ambitious goals to those who set conservative goals. They focused on situations in which goals were achieved, and measured the level of satisfaction with the achieved goals.