16J How Reward Schedules Impact Consumers’ Behavioral Acquisition and Retention

This research explores how reward schedules impact consumers’ behavioral learning process. We propose that whereas a fixed (vs. variable) reward schedule better facilitates the acquisition of a new behavior, a variable (vs. fixed) reward schedule does better in retaining the acquired behavior. Data from lab and field supported our hypotheses.



Citation:

Yiqi Yu and Ying Zhang (2019) ,"16J How Reward Schedules Impact Consumers’ Behavioral Acquisition and Retention", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1001-1001.

Authors

Yiqi Yu, Peking University, China
Ying Zhang, Peking University, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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