Aligned coaching approaches Uncovering the roles of goal level and coachees' cognitive needs and preferences

Although professional coaching is increasingly recognized as an effective tool for personal and professional development, it remains unclear how coaching goal level and coachees' cognitive preferences shape perceptions of different coaching approaches. Building on goal hierarchy theory, we examined whether task- versus identity-level goals and coachees' cognitive needs influence the perceived alignment, attractiveness and effectiveness of solution-focused coaching (SFC) and cognitive-behavioural coaching (CBC). Two experimental vignette studies were conducted. Study 1 (N = 198 coaches) explored how professional coaches evaluated the fit between coaching approaches and goals. Results suggested that coaches perceived SFC as more aligned with task goals than CBC, but no differences emerged for identity goals. Study 2 (N = 142 potential coachees) examined coachees' perspectives. Goal level had little influence, whereas cognitive preferences were more consistently related to coaching evaluations: individuals higher in locomotion preferred SFC, while those higher in self-reflection and assessment favoured CBC. Across studies, the anticipated effectiveness of SFC and CBC was comparable. Overall, the findings suggest that support for goal–approach fit was limited, whereas support for person–approach fit was more consistent. Theoretically, the studies extend coaching effectiveness models; practically, they underscore the need for flexible, personalized coaching approaches.