Journal article
The One-Away Effect: The Pursuit of Mere Completion
The Journal of consumer research, Vol.50(5), pp.945-961
01/15/2024
DOI: 10.1093/jcr/ucad030
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.
Details
- Title: Subtitle
- The One-Away Effect: The Pursuit of Mere Completion
- Creators
- Bowen Ruan - University of IowaEvan Polman - University of Wisconsin–MadisonRobin J Tanner - retired early and is currently retraining as a wildlife photographer in Southern California
- Contributors
- Linda L Price (Editor)Bernd H Schmitt (Editor)Rebecca K Ratner (Editor)
- Resource Type
- Journal article
- Publication Details
- The Journal of consumer research, Vol.50(5), pp.945-961
- DOI
- 10.1093/jcr/ucad030
- ISSN
- 0093-5301
- eISSN
- 1537-5277
- Language
- English
- Electronic publication date
- 04/27/2023
- Date published
- 01/15/2024
- Academic Unit
- Marketing
- Record Identifier
- 9984414160102771
Metrics
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