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The One-Away Effect: The Pursuit of Mere Completion.

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Title: The One-Away Effect: The Pursuit of Mere Completion.
Authors: Ruan, Bowen (AUTHOR) bowen-ruan@uiowa.edu, Polman, Evan (AUTHOR), Tanner, Robin J (AUTHOR)
Source: Journal of Consumer Research. Feb2024, Vol. 50 Issue 5, p945-961. 17p.
Subject Terms: *Consumer preferences, *Customer loyalty programs, *Motivation (Psychology), *Tasks, *Goal (Psychology), *Psychological disengagement, *Meal kits, *Layaway plan
Abstract: A series of controlled studies found that consumers counter-normatively prefer something nearly complete over something complete. We call this phenomenon the "one-away effect" because we find that when consumers are, for example, one stamp away from completing a punch card loyalty program, they value the card more than a completed card. This is because their valuation of the one-away card is influenced by their anticipation of merely completing the card, which generates its own utility, apart from the card's end-reward (a free coffee). To wit, the prospective utility of performing the final action that fulfills completion increases consumers' valuation of the one-away card. Our findings suggest that consumers are motivated to complete goals, tasks, and sets not only to obtain their end-rewards, but also because merely completing things is intrinsically motivating and can be a goal in and of itself. We discuss the theoretical and practical implications of the one-away effect, as well as the general notion of mere completion. [ABSTRACT FROM AUTHOR]
Database: Energy & Power Source
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Header DbId: enr
DbLabel: Energy & Power Source
An: 174784013
AccessLevel: 6
PubType: Academic Journal
PubTypeId: academicJournal
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  Data: The One-Away Effect: The Pursuit of Mere Completion.
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  Data: <searchLink fieldCode="AR" term="%22Ruan%2C+Bowen%22">Ruan, Bowen</searchLink> (AUTHOR)<i> bowen-ruan@uiowa.edu</i><br /><searchLink fieldCode="AR" term="%22Polman%2C+Evan%22">Polman, Evan</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Tanner%2C+Robin+J%22">Tanner, Robin J</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Consumer+Research%22">Journal of Consumer Research</searchLink>. Feb2024, Vol. 50 Issue 5, p945-961. 17p.
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  Data: *<searchLink fieldCode="DE" term="%22Consumer+preferences%22">Consumer preferences</searchLink><br />*<searchLink fieldCode="DE" term="%22Customer+loyalty+programs%22">Customer loyalty programs</searchLink><br />*<searchLink fieldCode="DE" term="%22Motivation+%28Psychology%29%22">Motivation (Psychology)</searchLink><br />*<searchLink fieldCode="DE" term="%22Tasks%22">Tasks</searchLink><br />*<searchLink fieldCode="DE" term="%22Goal+%28Psychology%29%22">Goal (Psychology)</searchLink><br />*<searchLink fieldCode="DE" term="%22Psychological+disengagement%22">Psychological disengagement</searchLink><br />*<searchLink fieldCode="DE" term="%22Meal+kits%22">Meal kits</searchLink><br />*<searchLink fieldCode="DE" term="%22Layaway+plan%22">Layaway plan</searchLink>
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: A series of controlled studies found that consumers counter-normatively prefer something nearly complete over something complete. We call this phenomenon the "one-away effect" because we find that when consumers are, for example, one stamp away from completing a punch card loyalty program, they value the card more than a completed card. This is because their valuation of the one-away card is influenced by their anticipation of merely completing the card, which generates its own utility, apart from the card's end-reward (a free coffee). To wit, the prospective utility of performing the final action that fulfills completion increases consumers' valuation of the one-away card. Our findings suggest that consumers are motivated to complete goals, tasks, and sets not only to obtain their end-rewards, but also because merely completing things is intrinsically motivating and can be a goal in and of itself. We discuss the theoretical and practical implications of the one-away effect, as well as the general notion of mere completion. [ABSTRACT FROM AUTHOR]
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=enr&AN=174784013
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        Value: 10.1093/jcr/ucad030
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      – Code: eng
        Text: English
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        PageCount: 17
        StartPage: 945
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      – SubjectFull: Consumer preferences
        Type: general
      – SubjectFull: Customer loyalty programs
        Type: general
      – SubjectFull: Motivation (Psychology)
        Type: general
      – SubjectFull: Tasks
        Type: general
      – SubjectFull: Goal (Psychology)
        Type: general
      – SubjectFull: Psychological disengagement
        Type: general
      – SubjectFull: Meal kits
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      – SubjectFull: Layaway plan
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      – TitleFull: The One-Away Effect: The Pursuit of Mere Completion.
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            NameFull: Ruan, Bowen
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            – D: 01
              M: 02
              Text: Feb2024
              Type: published
              Y: 2024
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