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
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