Abstract
Shen et al. (2015) show consumers work harder for uncertain rewards than for certain rewards. How can marketers design an effort score-payoff system with uncertainty? We find that to boost effort investment within a time limit, adding uncertainty to the score-payoff part is more effective than the effort-score part.
| Original language | English |
|---|---|
| Publication status | Published - Oct 2017 |
| Externally published | Yes |
| Event | 2017 Association for Consumer Research Conference, San Diego - Grand Hyatt, San Diego, United States Duration: 26 Oct 2017 → 29 Oct 2017 http://www.acrwebsite.org/web/acr-content/1033/2017-acr-conference-call-for-papers.aspx |
Conference
| Conference | 2017 Association for Consumer Research Conference, San Diego |
|---|---|
| Country/Territory | United States |
| City | San Diego |
| Period | 26/10/17 → 29/10/17 |
| Internet address |