The linear functional form of the effect of customer satisfaction on repurchase intentions may not be adequate in all circumstances; a clear understanding of factors that might drive variation in functional forms for the satisfaction-loyalty relationship remains lacking though. Building on...

The goal-gradient hypothesis denotes the classic finding from behaviorism that animals expend more effort as they approach a reward. Building on this hypothesis, the authors generate new propositions for the human psychology of rewards. They test these propositions using field experiments,...