Recurring Goals and Learning: The Impact of Successful Reward Attainment on Purchase Behavior

Drèze, Xavier; Nunes, Joseph C
April 2011
Journal of Marketing Research (JMR);Apr2011, Vol. 48 Issue 2, p268
Academic Journal
The authors examine the impact of successfully attaining a goal on future effort directed at attaining the same goal. Using data from a major frequent-flier program, they demonstrate empirically how success contributes to an increase in effort exhibited in consecutive attempts to reach a goal. They replicate the effects in a laboratory study that shows that the impact of success is significant only when the goal is challenging. They also show how progress enhances perceptions of self-efficacy and how successfully completing the task provides an added boost, supporting the notion that self-learning is the principle mechanism driving their results.


Related Articles

  • Not So Rewarding. BERNASEK, ANNA // Newsweek Global;10/24/2014, Vol. 163 Issue 16, p21 

    The article discusses customer loyalty programs, focusing on research into whether they benefit the consumer. Topics include the impact of customer retention on profitability; the way companies can use personal information collected through membership to track customers; and statistics on the...

  • Proving the Point of Loyalty Programmes. Lips, Jan-Pieter // European Retail Digest;Winter2006/2007, Issue 52, p9 

    Loyalty programmes are designed to affect customer behaviour - acquire new customers, increase sales to existing customers by selling more of the same (up-selling) or more different products or services (cross-selling) and to increase customer retention rates. Benefits validation is key for...

  • Consumer HABITS. Jones, Gregory // Smart Business Cincinnati/Northern Kentucky;Aug2011, Vol. 7 Issue 7, p12 

    The article presents views from Stuart Aitken, marketing executive at grocery chain Safeway and chief marketing officer at Michaels' arts and crafts store, on focusing on customer loyalty and retention programs in the U.S. Aitken believes that the method of focusing more on existing and loyal...

  • Putting Your Customer Loyalty Strategy into Reverse.  // Promo Exclusive Insight;1/11/2012, p2 

    The article focuses on the customer loyalty programs of companies. It suggests the goals for creating a loyalty program such as customer retention. It cites the top three things that customers want to avoid in a loyalty strategy. Also suggested are ways program members are wanted to be treated...

  • A EUROPEAN LOYALTY PROGRAM: EXAMINING PURCHASE BEHAVIOR TO PREDICT LIKELIHOOD OF RETAINING INDIVIDUAL CUSTOMERS. Ramsey, Gregory; Bapna, Sanjay // International Journal of Business & Commerce;May2014, Vol. 3 Issue 9, p27 

    Several studies have established that it is more costly to acquire customers than it is to retain existing customers. These findings have led to a number of firms instituting loyalty programs as a means for increasing customer retention. In this study we extend prior research by identifying...

  • Stepping on the Gas. GARRY, MICHAEL // SN: Supermarket News;5/21/2012, Vol. 60 Issue 21, p10 

    The article discusses the proliferation of fuel reward program in the retail industry in the U.S. It states that retailers are increasingly rewarding shoppers with lower prices of fuel in return for reaching spending threshold. According to retailers, repeat purchases are increasing same-store...

  • Stick with who you know. Howell, Nic // New Media Age;2/19/2009, p25 

    The article discusses the efforts of companies to retain existing customers and encourage customer loyalty through the help of digital marketing. One example is customer insight specialist Dunhumby which played a role in managing the Clubcard scheme of supermarket giant Tesco. The retail sector...

  • Pokers sites must learn to keep their customers. Watson, Dave // New Media Age;3/2/2006, p7 

    This article discusses the increasing competition in the online gambling industry. With the growing industry and the percentage of people gambling online increasing, marketers are prompted to start thinking on how to acquire and retain their customers. The article suggests the implementation of...

  • Running a Customer Loyalty Program.  // Bloomsbury Business Library - Actionlists & Checklists;2007, p210 

    The article contemplates on the importance of customer loyalty programs in retaining customers. It is mentioned that loyalty programs do not simply reward customers for making repeated purchases but they also help in gathering information on spending patterns and customer profiles. Some common...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics