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.
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.
Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA
NA - Advances in Consumer Research Volume 46 | 2018
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