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For members of a customer loyalty program that allows them to redeem something when they accumulate a certain number of points, they should be particularly concerned about two things: how far they have gone in the program (i.e., the number of points they have accumulated) and their velocity in progressing (i.e., the rate of point accumulation), which tells them how fast they are moving toward the reward. While both feedbacks are important, do they always matter to the same extent? If not, which one is more relevant, and when? https://www.gsb.stanford.edu/faculty-research/publications/motivational-consequences-perceived-velocity-consumer-goal-pursuit

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This page is a summary of: Motivational Consequences of Perceived Velocity in Consumer Goal Pursuit, Journal of Marketing Research, December 2011, SAGE Publications, DOI: 10.1509/jmr.10.0063.
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