Recurring Goals and Learning: the Impact of Successful Reward Attainment on Purchase Behavior

People often strive for an identical goal (e.g., rewards offered in loyalty programs), what we refer to as recurring goals. Extant research has documented post-reward resetting i.e., a slowdown in the inter-purchase time between earning the first reward and making the first purchase toward the second reward. This research shows how consumers do not reset fully; the inter-purchase time increases after a successful completion, but it does not increase to its previous level. Partial post-reward resetting occurs because people learn about their own ability to reach the reward. Hence, successful completions increase subsequent engagements, purchase rates, and task completion.


Joseph Nunes and Xavier Drèze (2010) ,"Recurring Goals and Learning: the Impact of Successful Reward Attainment on Purchase Behavior", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 77-80 .


Joseph Nunes, University of Southern California, USA
Xavier Drèze, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


I, Me, Mine: The Effect of the Explicitness of Self-Anchoring on Consumer Evaluations

Adrienne E Foos, Mercyhurst University
Kathleen A Keeling, University of Manchester, UK
Debbie I Keeling, University of Sussex

Read More


Q11. The Effect of Message Ephemerality on Information Processing

Uri Barnea, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Gideon Nave, University of Pennsylvania, USA

Read More


J12. The Influence of Pet-Ownership on Consumer Behavior

Lei Jia, Ohio State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.