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.
|Publication status||Published - Oct 2017|
|Event||2017 Association for Consumer Research Conference, San Diego - Grand Hyatt, San Diego, United States|
Duration: 26 Oct 2017 → 29 Oct 2017
|Conference||2017 Association for Consumer Research Conference, San Diego|
|Period||26/10/17 → 29/10/17|