Marketing

Research: If You Position Products as a Set, People Are More Likely to Buy Them All

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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.
Bibliographic citation: Barasz, Kate, "Research: If You Position Products as a Set, People Are More Likely to Buy Them All", Harvard Business Review, November 15, 2017
Date: 15/11/2017
Author(s): Barasz, Kate
Document type: Non-refereed article
Languages: English
Company(ies): Canadian Red Cross (CRC)