The “Small Area” Effect: How Progress Monitoring Influences Participation in a Reward Program

Minjung Koo, Sungkyunkwan University, Korea
Ayelet Fishbach, University of Chicago, USA
This research proposes for an identical absolute level of goal progress, attending to the smaller of either the completed progress cue or the remaining progress cue is more motivating. This is because an additional action is seen as yielding greater progress when consumers compare it to a small (vs. large) number of actions.
[ to cite ]:
Minjung Koo and Ayelet Fishbach (2011) ,"The “Small Area” Effect: How Progress Monitoring Influences Participation in a Reward Program", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.