Delaying Reward Choice: Anticipating Choice Is More Motivating Than Choice Itself

Does when consumers make a choice among reward options influence their motivation? In five real-behavior studies (N = 3,511), we demonstrate that consumers are more motivated when they make a delayed reward choice (vs. an immediate non-binding reward choice).


Marissa Sharif and Raghuram Iyengar (2020) ,"Delaying Reward Choice: Anticipating Choice Is More Motivating Than Choice Itself", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 681-682.


Marissa Sharif, University of Pennsylvania, USA
Raghuram Iyengar, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 48 | 2020

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