Testing Theories of Goal Progress Within Online Learning

We use a large dataset on Coursera.com learners to test theories of how consumers progress towards goals. We find that consumption patterns are consistent with theories of goal gradient and resource slack, and use them to predict changes in behavior when content release shifts from weekly installments to on-demand.



Citation:

Tong Lu, Eric Bradlow, and Wesley Hutchinson (2018) ,"Testing Theories of Goal Progress Within Online Learning", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 298-302.

Authors

Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Growing Up Rich and Insecure Makes Objects Seem Human: Childhood Material and Social Environments Predict Anthropomorphism

Jodie Whelan, York University, Canada
Sean T. Hingston, York University, Canada
Matthew Thomson, Western University, Canada
Allison R. Johnson, Western University, Canada

Read More

Featured

Cultivating a Network of Trust: Exploring The Trust Building Agency of Objects in Home Sharing

Marian Makkar, Auckland University of Technology, New Zealand
Drew Franklin, Auckland University of Technology, New Zealand

Read More

Featured

Visual Perceptual Research in Marketing

Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA

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.