TY - JOUR
T1 - Looking forward, looking back
T2 - The impact of goal progress and time urgency on consumer responses to mobile reward apps
AU - Baek, Tae Hyun
AU - Yoon, Sukki
N1 - Publisher Copyright:
© 2020 Elsevier Ltd
PY - 2020/5
Y1 - 2020/5
N2 - The authors conduct two studies to examine how time urgency affects consumer responses to mobile reward apps. For participants who have made high progress toward reaching goals, short expiration dates (“collect 10 stamps for a free coffee by tomorrow”) cause to-go framing (”2 more stamps to go”) to be more effective than to-date framing (”8 stamps collected so far”), but for participants who have a long way to go before reaching the goal, short expiration dates cause to-date framing to be more effective than to-go framing. However, a long expiration date produced no difference between to-go and to-date framings, under both high and low progress.
AB - The authors conduct two studies to examine how time urgency affects consumer responses to mobile reward apps. For participants who have made high progress toward reaching goals, short expiration dates (“collect 10 stamps for a free coffee by tomorrow”) cause to-go framing (”2 more stamps to go”) to be more effective than to-date framing (”8 stamps collected so far”), but for participants who have a long way to go before reaching the goal, short expiration dates cause to-date framing to be more effective than to-go framing. However, a long expiration date produced no difference between to-go and to-date framings, under both high and low progress.
KW - Goal progress framing
KW - Mobile reward apps
KW - Perceived goal importance
KW - Progress level
KW - Time urgency
UR - http://www.scopus.com/inward/record.url?scp=85078676110&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85078676110&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2020.102046
DO - 10.1016/j.jretconser.2020.102046
M3 - Article
AN - SCOPUS:85078676110
SN - 0969-6989
VL - 54
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
M1 - 102046
ER -