The Influence of Reward Progress Rates, Program Magnitudes, and Step Sizes of Reward Programs on Consumer Choice

Sehoon Park, Sogang University, South Korea
Moon-Yong Kim, Hankuk University of Foreign Studies, South Korea
Jane Park, University of South Carolina, USA
We examine whether (1) the effect of program magnitude on choice between utilitarian and hedonic rewards varies depending on the presence or absence of unambiguous step sizes; and (2) the interactive effects of program magnitude and the presence or absence of step sizes on choice differ according to the reward progress.
[ to cite ]:
Sehoon Park, Moon-Yong Kim, and Jane Park (2014) ,"The Influence of Reward Progress Rates, Program Magnitudes, and Step Sizes of Reward Programs on Consumer Choice", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 804-804.