期刊
JOURNAL OF CONSUMER RESEARCH
卷 42, 期 6, 页码 952-966出版社
OXFORD UNIV PRESS INC
DOI: 10.1093/jcr/ucv098
关键词
motivation; goals; immediate/delayed rewards; self-regulation; persistence
类别
Pursuing personal goals for delayed rewards (e.g., exercising to improve health) often provides consumers with immediate rewards (e.g., a fun workout) in addition to the delayed rewards they receive. With regard to health and academic goals, we find that attending to the immediate rewards of health and academic activities increases persistence in these activities to a greater extent than attending to delayed rewards, even though these activities are selected for the delayed rewards they provide. Specifically, bringing immediate rewards into activity choice-for example, having participants choose the most enjoyable rather than the most useful exercise or the tastier rather than healthier bag of carrots-increases persistence and consumption. Similarly, adding external immediate rewards to activity pursuit-for example, playing music in a high school classroom-increases persistence. Across these studies, immediate rewards are stronger predictors of activity persistence than delayed rewards. This research suggests that marketers and consumers can harness immediate rewards to increase persistence in long-term goals.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据