Transcription of The Endowed Progress Effect: How Artificial …
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The Endowed Progress Effect: How Artificial …
504 2006 by JOURNAL OF CONSUMER RESEARCH, Inc. Vo l . 3 2 March 2006 All rights reserved. 0093-5301/2006/3204-0003$ Endowed Progress effect : How ArtificialAdvancement Increases EffortJOSEPH C. NUNESXAVIER DRE`ZE*This research documents a phenomenon we call theendowed Progress effect ,whereby people provided with artificial advancement toward a goal exhibit greaterpersistence toward reaching the goal. By converting a task requiring eight stepsinto a task requiring 10 steps but with two steps already complete, the task isreframed as one that has been undertaken and incomplete rather than not yetbegun. This increases the likelihood of task completion and decreases completiontime. The effect appears to depend on perceptions of task completion rather thana desire to avoid wasting the Endowed Progress .
THE ENDOWED PROGRESS EFFECT 505 labeled expectancy-valuemodels (see Klein [1991] for a review). A second, similar perspective on persistence emerges
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