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The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention
The goal-gradient hypothesis denotes the classic finding from behaviorism that animals expend more effort as they approach a reward. Building on this hypothesis, the authors generate new propositionsExpand
Earning the Right to Indulge: Effort as a Determinant of Customer Preferences toward Frequency Program Rewards
Although frequency programs (FPs) have become ubiquitous in the marketplace and a key marketing-mix tool for promoting customer relationship and loyalty, little is known about the factors thatExpand
Alternative Models for Capturing the Compromise Effect
The compromise effect denotes the finding that brands gain share when they become the intermediate rather than extreme option in a choice set. Expand
Self-Control for the Righteous: Toward a Theory of Precommitment to Indulgence
Prior research has examined consumers’ use of self‐control to avoid hedonic (myopic) temptations, such as overspending and smoking. In this research we investigate the opposite form of self‐control,Expand
Determinants of justification and self-control.
The authors propose that people use 2 routes in justifying self-gratification: 1st through hard work or excellence (entitlement) and the 2nd through the attainment of vices without depleting income.Expand
The Effects of Effort and Intrinsic Motivation on Risky Choice
People often need to trade off between the probability and magnitude of the rewards that they could earn for investing effort. The present paper proposes that the conjunction of two simpleExpand
Productivity Orientation and the Consumption of Collectable Experiences
This research examines why consumers desire unusual and novel consumption experiences and voluntarily choose leisure activities, vacations, and celebrations that are predicted to be less pleasurable.Expand
Repenting Hyperopia: An Analysis of Self-Control Regrets
This article proposes that supposedly farsighted (hyperopic) choices of virtue over vice evoke increasing regret over time. We demonstrate that greater temporal separation between a choice and itsExpand
Promotion Reactance: The Role of Effort-Reward Congruity
Incentives may simultaneously entice consumers and arouse reactance. It is proposed that consumers reaffirm their autonomy by choosing rewards that are congruent with the promoted consumption effortExpand
The Idiosyncratic Fit Heuristic: Effort Advantage as a Determinant of Consumer Response to Loyalty Programs
Over the past few years, customer relationship management and loyalty programs (LPs) have been widely adopted by companies and have received a great deal of attention from marketers, consultants,Expand