We examine reference values used in self-regulation research and identify two functions they fulfill: a standard function and a goal function. The standard function occurs when a reference value represents a desired state for the self in the present whereas the goal function occurs when a reference value represents a desired state for the self in the future. We argue that different factors influence the emotional, motivational, and behavioral outcomes of these functions. The magnitude of any discrepancy with a “standard” is important, whereas for a “goal,” the rate of discrepancy reduction, relative to an “expected” rate, is important. A review of the empirical literature supports these propositions. Consequently, we propose that future research should in-corporate our distinction between these two functions.
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