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Conducted 2 laboratory experiments with 117 undergraduates to examine (1) the effect of assigned goal difficulty on arousal (self-report and heart rate), cognition (perceived norm, self-efficacy strength, and personal goal), and behavioral (task performance) measures and (2) the role of heart rate as a mediator of the goal-difficulty–performance relation. All Ss performed a task requiring cognitive and physical responses. Results of both experiments demonstrate that assigned goal difficulty affected heart rate, cognition, and task performance and that heart rate change was positively related to the cognitive and behavioral measures. Regression analyses suggested that a cognitive–affective mechanism may mediate the goal-difficulty–performance relation. Discussion is focused on the theoretical and practical implications of integrating an arousal concept within goal-setting theory.(PsycINFO Database Record (c) 2016 …