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
Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness
Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA
When do More Options Produce Worse Choice?
Shannon Duncan, Columbia University, USA
Ulf Bockenholt, Northwestern University, USA
Eric J Johnson, Columbia University, USA
How Residential Mobility Influences Donations
Yajin Wang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Xiaolin Li, University of Texas at Dallas, USA
Nicole Kim, University of Maryland, USA