估价(财务)
现象
忠诚
广告
心理学
价值(数学)
预测(人工智能)
动作(物理)
要价
营销
社会心理学
经济
计算机科学
业务
认识论
人工智能
机器学习
物理
经济
哲学
量子力学
财务
作者
Bowen Ruan,Evan Polman,Robin J Tanner
摘要
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.
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