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.
Citation:
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.
Authors
Bowen Ruan, University of Wisconsin - Madison, USA
Evan Polman, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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