Goal-gradient point rewards can increase consumers' willingness to purchase poverty-alleviating products
- Authors
- Zou, Fei; Yang, Mei; Zhou, Yanju; Deng, Yaling; Xie, Baiwei
- Issue Date
- Apr-2024
- Publisher
- ELSEVIER SCIENCE INC
- Keywords
- Tournament point rewards; Piece -rate point rewards; Goal -gradient point rewards; Poverty -alleviating products; Prosocial behavior
- Citation
- SOCIO-ECONOMIC PLANNING SCIENCES, v.92
- Journal Title
- SOCIO-ECONOMIC PLANNING SCIENCES
- Volume
- 92
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/90495
- DOI
- 10.1016/j.seps.2023.101788
- ISSN
- 0038-0121
1873-6041
- Abstract
- One of the ways to solve the world's poverty problem is by effectively marketing poverty-alleviating products. Some studies show that point rewards can increase consumer willingness to purchase products. In this paper, three types of rewards are designed: tournament point rewards, piece-rate point rewards, and goal-gradient point rewards. Based on the goal-gradient effect, warm glow effect, the psychological reactance theory, and the literature, hypotheses are proposed based on the results of mathematical modeling. Experiments 1 and 2 show that the goal-gradient point rewards and piece-rate point rewards methods can motivate consumers to purchase poverty-alleviating products. Experiments 3 and 4 results indicate that the combination of goal-gradient point rewards for small cash and goal-gradient point rewards for honorary certificates is the best incentive. We therefore suggest that poverty-alleviating product companies use goal-gradient point rewards for small cash and gradient point rewards for honorary certificates to motivate consumer prosocial behavior.
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