Motivating Consumers in Goal Pursuit
How can marketers and organizations motivate consumers in goal pursuit? This session brings together three papers that offer ways to improve strategies for motivating consumers through 1) the presence of incentives, 2) the salience of incentives, and 3) the salience of goal-pursuit difficulty.
Citation:
Alexander Park, Rachel Gershon, Marissa Sharif, Y. Rin Yoon, Kaitlin Woolley, Matt Healey, and Robyn LeBoeuf (2021) ,"Motivating Consumers in Goal Pursuit", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 751-755.
Authors
Alexander Park, Washington University in St. Louis
Rachel Gershon, San Diego
Marissa Sharif, The Wharton School of the University of Pennsylvania
Y. Rin Yoon, Cornell University
Kaitlin Woolley, Cornell University
Matt Healey, Washington University in St. Louis
Robyn LeBoeuf, Washington University in St. Louis
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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