Task performance and magnitude of goal valence

J. W. Brehm and his associates (J. W. Brehm, R. A. Wright, S. Solomon, L. Silka, & J. Greenberg, 1983, Journal of Experimental Social Psychology, 19, 21-48) recently argued that the magnitude of goal valence (the attractiveness or unattractiveness of a potential outcome) varies directly with motivational arousal level. Motivational arousal, in turn, is thought to be a function of the perceived difficulty of goal attainment. This formulation was tested in the present study by examining the relationship between goal attractiveness ratings and performance on an anagram task. According to the Yerkes-Dodson law (R. M. Yerkes & J. D. Dodson, 1908, Journal of Comparative Neurological Psychology, 18, 459-482), the relationship between motivational arousal and performance should be curvilinear; optimal performance is usually observed for moderate levels of motivation relative to either low or very high motivation levels. Consistent with the Brehm et al. hypothesis, optimum performance in the present study was observed for subjects who reported moderate levels of goal attractiveness relative to subjects who reported either low or high levels of goal attractiveness. Anticipatory ratings of the difficulty of the anagrams were also congruent with the Brehm et al. model. These findings converge with data from other studies supporting the utility of goal attractiveness as an index of motivational arousal and provide an additional dimension of support for the model proposed by Brehm et al.