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