MARC details
| 000 -LEADER |
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| fixed length control field |
02339pab a2200205 454500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
140923b0 xxu||||| |||| 00| 0 eng d |
| 040 ## - CATALOGING SOURCE |
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| Transcribing agency |
Welingkar Institute of Management Development & Research, Mumbai |
| Original cataloging agency |
Welingkar Institute of Management Development & Research, Mumbai |
| 041 ## - LANGUAGE CODE |
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| Language code of text/sound track or separate title |
ENG |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
|
| Item number |
Kiv |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Kivetz Ran |
| 245 ## - TITLE STATEMENT |
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| Title |
Goal-Gradient Hypothesis Resurrected : Purchase Acceleration, Illusionary Goal Progress, and Customer Retention |
| 250 ## - EDITION STATEMENT |
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| Edition statement |
1 |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc. |
|
| Name of publisher, distributor, etc. |
Feb 2006 |
| Date of publication, distribution, etc. |
0 |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
39-58 Pp. |
| 490 ## - SERIES STATEMENT |
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| Volume/sequential designation |
XLIII |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
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 propositions for the human psychology of rewards. They test these propositions using field experiments, secondary customer data, paper-and-pencil problems, and Tobit and logit models. The key findings indicate that (1) participants in a real caf reward program purchase coffee more frequently the closer they are to earning a free coffee; (2) Internet users who rate songs in return for reward certificates visit the rating Web site more often, rate more songs per visit, and persist longer in the rating effort as they approach the reward goal; (3) the illusion of progress toward the goal induces purchase acceleration (e.g., customers who receive a 12-stamp coffee card with 2 preexisting bonus stamps complete the 10 required purchases faster than customers who receive a regular 10-stamp card); and (4) a stronger tendency to accelerate toward the goal predicts greater retention and faster reengagement in the program. The conceptualization and empirical findings are captured by a parsimonious goal-distance model, in which effort investment is a function of the proportion of original distance remaining to the goal. In addition, using statistical and experimental controls, the authors rule out alternative explanations for the observed goal gradients. They discuss the theoretical significance of their findings and the managerial implications for incentive systems, promotions, and customer retention. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Goal-Gradient, Hypothesis, Customer Retention, Consumer Behavior, |
| 856 ## - ELECTRONIC LOCATION AND ACCESS |
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| Uniform Resource Identifier |
<a href="http://192.168.6.13/libsuite/mm_files/Articles/AR8546.pdf">http://192.168.6.13/libsuite/mm_files/Articles/AR8546.pdf</a> |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
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| a |
25038 |
