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

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.


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.


Minjung Koo, Sungkyunkwan University, Korea
Ayelet Fishbach, University of Chicago, USA


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


M9. Exploring Historical Nostalgia and its Relevance to Consumer Research

Matthew Farmer, University of Arizona, USA
Caleb Warren, University of Arizona, USA

Read More


P1. Constructed Preferences in Time-Money Tradeoffs: Evidence for Greater Violation of Procedural Invariance for Time as Opposed to Money Elicitations

Nazli Gurdamar Okutur, London Business School, UK
Jonathan Zev Berman, London Business School, UK

Read More


Exiting Etsy? When Collaboration Among Market Co-Creators Come Undone

daiane scaraboto, Pontificia Universidad Católica de Chile
Eileen Fischer, York University, Canada

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.