19-C: Keeping the Streak Alive!

Consider a man who has eaten a Big Mac daily since 1972, or a runner who’s run a mile 2034 straight days. What motivates people to engage in ‘streaks’? Our research suggests streaks serve to motivate people in identity relevant domains, and temporal specificity is a cue for continuance.


Danny Weathers and T. Andrew Poehlman (2017) ,"19-C: Keeping the Streak Alive!", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1065-1065.


Danny Weathers, Clemson University, USA
T. Andrew Poehlman, Clemson University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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