8 years ago
Research: If You Position Products as a Set, People Are More Likely to Buy Them All
It’s no secret that people like to finish things; there’s something deeply and inexplicably satisfying about crossing the last item off a to-do list or acquiring the final piece of a collectible set. But just how far are people willing to go to achieve “completeness”? Recent research I conducted with Leslie John, Elizabeth Keenan, and Michael Norton of Harvard Business School investigated whether it’s possible to harness this desire to motivate people in specific ways.
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