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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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