Suchergebnisse
Filter
4 Ergebnisse
Sortierung:
SSRN
SSRN
Harder Than You Think: Misconceptions about Logging Food with Photos versus Text
In: USC Marshall School of Business Research Paper Sponsored by iORB
SSRN
On or Off Track: How (Broken) Streaks Affect Consumer Decisions
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 49, Heft 6, S. 1095-1117
ISSN: 1537-5277
AbstractNew technologies increasingly enable consumers to track their behaviors over time, making them more aware of their "streaks"—behaviors performed consecutively three or more times—than ever before. Our research explores how these logged streaks affect consumers' decisions to engage in the same behavior subsequently. In seven studies, we find that intact streaks highlighted via behavioral logs increase consumers' subsequent engagement in that behavior, relative to when broken streaks are highlighted. Importantly, this effect is independent of actual past behavior and depends solely on how that behavior is represented within the log. This is because consumers consider maintaining a logged streak to be a meaningful goal in and of itself. In line with this theory, the effect of intact (vs. broken) logged streaks is amplified when consumers attribute a break in the streak to themselves rather than to external factors, and attenuated when consumers can "repair" a broken streak. Our research provides actionable insights for companies seeking to benefit from highlighting consumers' streaks in various consequential domains (e.g., fitness, learning) without incurring a cost (e.g., reduced engagement or abandonment) when those streaks are broken.