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
Share Proceeding
Featured papers
See MoreFeatured
J5. Buy Better, Buy Less: Future Self-Continuity and Construal Level Affect Investment in Sustainable Consumer Products
Rebecca Peng, Northeastern University, USA
Daniele Mathras, Northeastern University, USA
Katherine Loveland, Xavier University
Featured
Social Class and Prosocial Behaviors
Yan Vieites, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Rafael Burstein Goldszmidt, Brazilian School of Public and Business Administration, Brazil
Featured
C10. Beyond Self-control: A Field Exploration of the Interactive Effect between Cue-induced and Prospective Decision Making on Long-term Weight Loss
Wanyu Li, McGill University, Canada
Laurette Dube, McGill University, Canada
Yu Ma, McGill University, Canada