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
Making Sense of Spontaneity: In-The-Moment Decisions Promote More Meaningful Experiences
Jacqueline R. Rifkin, Duke University, USA
Keisha Cutright, Duke University, USA
F3. The Dark Side of Happy Brands: A Case Study of Newport Cigarette Advertising
Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada
G13. Odor Priming and Product Preferences: When Smells Regulate Preferences for Semantically-Congruent Products and Brands
Ramona De Luca, EAESP-FGV
Delane Botelho, EAESP-FGV