Construct · 1 fields · 1 citations

goal-gradient effect: a standalone construct

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Consumer research

the tendency to speed up effort as one gets closer to a goal, as with reward cards.

In consumer research, goal-gradient effect refers to the tendency to speed up effort as one gets closer to a goal, as with reward cards. This meaning comes from Kivetz (2006) in Journal of Marketing Research.[1]

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Nearby constructs

effort2 fields · 2 citationsjingle · one word, two constructs reward4 fields · 7 citationsjingle · one word, four constructs

References

Kivetz, R., Urminsky, O., & Zheng, Y. (2006). The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention. Journal of Marketing Research, 43(1), 39-58. https://doi.org/10.1509/jmkr.43.1.39

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