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
Share Proceeding
Featured papers
See MoreFeatured
A Rational Model to Predict Consumers’ Irrational Behavior
Vahid Rahmani, Rowan University
Featured
Signaling Fun: Anticipated Sharing Leads to Hedonic Choice
Nicole Kim, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA
Featured
The Messy Satiation Effect: The Benefits of Eating Like a Pig
Kevin L. Sample, University of Georgia, USA
Kelly Haws, Vanderbilt University, USA