Mere and Near Completion
The current research proposes a motivation for mere completion and distinguishes it from a motivation to seek for rewards. In 14 studies, we demonstrate the utility of mere completion and show how it interacts with goal’s desirability at different stages of goal pursuit.
Bowen Ruan, Evan Polman, and Robin Tanner (2018) ,"Mere and Near Completion", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 160-164.
Bowen Ruan, University of Wisconsin - Madison, USA
Evan Polman, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA
NA - Advances in Consumer Research Volume 46 | 2018
A Rational Model to Predict Consumers’ Irrational Behavior
Vahid Rahmani, Rowan University
Signaling Fun: Anticipated Sharing Leads to Hedonic Choice
Nicole Kim, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA
The Messy Satiation Effect: The Benefits of Eating Like a Pig
Kevin L. Sample, University of Georgia, USA
Kelly Haws, Vanderbilt University, USA