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Jurnal

JMR : JOURNAL OF MARKETING RESEARCH

Keyword

loyalty program, consumer behavior, goal pursuit, velocity, nonprofit

Pengarang

  1. Szu-chi huang
  2. ying zhang

    Subject

    MARKETING

    [Abstrak]


     The
    authors explore the interplay between consumers’ progress levels toward
    attaning a goal and the perceived velocity in the progressing toward the goal
    to determine consumers’ motivation for further goal pursuit. The authors
    propose that when progress toward attaining a goal is low, consumers are
    primaliry concred about the question”can i get there?” thus, a high (vs.low)
    perceived velocity in progressing suggests greater expectstions of goal
    attainment, resulting in grater motivation for pursuing the goal. However, when
    consumers have achieved sufficient progress and are approaching the end point,
    their attainment of the goal is relativly secured, so they become more concered
    about the question “when will i get there?” and focus more on wheter they areeffectively
    reducing the remaining discreapancy so that they can attain the goal quickly.
    In thisi case, a low (vs. high) perceived velocity in progressing elicits
    greater motivatio because it suggesst that continued effort is needed to ensure
    a speedy attainment. Emperical evidence from lab and field experiments supports
    this hypothesis


     



     

    Periode

    Vol 48, Nomor 06, Tahun 2011

    [Berkas]

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