Goal-gradient point rewards can increase consumers' willingness to purchase poverty-alleviating products

Fei Zou, Mei Yang, Yanju Zhou, Yaling Deng and Baiwei Xie

Socio-Economic Planning Sciences, 2024, vol. 92, issue C

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.

Keywords: Tournament point rewards; Piece-rate point rewards; Goal-gradient point rewards; Poverty-alleviating products; Prosocial behavior (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:soceps:v:92:y:2024:i:c:s0038012123003002

DOI: 10.1016/j.seps.2023.101788

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