For the Fun of It: Harnessing Immediate Rewards to Increase Persistence in Long-Term Goals
For the Fun of It: Harnessing Immediate Rewards to Increase Persistence in Long-Term Goals
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DOI：
10.1093/jcr/ucv098
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发表时间：
2016-04
影响因子：
7.2
通讯作者：
Kaitlin Woolley;Ayelet Fishbach
中科院分区：
文献类型：
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作者：
Kaitlin Woolley;Ayelet Fishbach
追求延迟奖励的个人目标(例如，锻炼以改善健康)通常会为消费者提供除了延迟奖励之外的即时奖励(例如，有趣的锻炼)。关于健康和学术目标，我们发现，关注健康和学术活动的直接回报比关注延迟回报在更大程度上增加了这些活动的坚持性，即使这些活动是因为它们提供的延迟回报而被选择的。具体地说，在活动选择中引入即时回报--例如，让参与者选择最令人愉快而不是最有用的运动，或者选择更美味而不是更健康的胡萝卜袋--增加了持久性和消耗量。同样，在追求活动的同时增加外部的直接奖励--例如，在高中教室里演奏音乐--可以增加毅力。纵观这些研究，即时奖励比延迟奖励更能预测活动的持续性。这项研究表明，营销者和消费者可以利用眼前的回报来提高长期目标的坚持性。
Pursuing personal goals for delayed rewards (e.g., exercising to improve health) often provides consumers with immediate rewards (e.g., a fun workout) in addition to the delayed rewards they receive. With regard to health and academic goals, we find that attending to the immediate rewards of health and academic activities increases persistence in these activities to a greater extent than attending to delayed rewards, even though these activities are selected for the delayed rewards they provide. Specifically, bringing immediate rewards into activity choice—for example, having participants choose the most enjoyable rather than the most useful exercise or the tastier rather than healthier bag of carrots—increases persistence and consumption. Similarly, adding external immediate rewards to activity pursuit—for example, playing music in a high school classroom—increases persistence. Across these studies, immediate rewards are stronger predictors of activity persistence than delayed rewards. This research suggests that marketers and consumers can harness immediate rewards to increase persistence in long-term goals.