Wanting Ever More: Accumulation Procedure Motivates Continued Possession Acquisition

Yan Zhang, National University of Singapore, Singapore
Leilei Gao, Chinese University of Hong Kong, China
Three experiments show that a piecemeal procedure for acquiring material possessions, whereby a quantity of possessions is acquired gradually through repeated small efforts, is more motivating than a lump-sum procedure to acquire the same amount of possessions. This is because a piecemeal procedure results in a greater sense of achievement.
[ to cite ]:
Yan Zhang and Leilei Gao (2015) ,"Wanting Ever More: Accumulation Procedure Motivates Continued Possession Acquisition", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 531-532.