Researchers from Fudan University’s School of Management have published a new paper in the Journal of Consumer Psychology that provides original insights about the impact different types of feedback consumers have on consumers’ psychological state.
Researchers from Fudan University’s School of Management have published a new paper in the Journal of Consumer Psychology that provides original insights about the impact different types of feedback consumers have on consumers’ psychological state.
Specifically, the research examines “piecemeal” feedback informing consumers of their progress or performance during each step of an online process such as making a purchase, playing a computer game, or customizing a product. The work compares intermittent feedback with “lump sum” feedback offered at the end of a process.
The article is authored by Haichao Lin, Qian Xu, and Liyin Jin, and offers a deeper understanding of how external factors impact consumers’ internal experience.
