Yuhuang Zheng

Fordham University

113 West 60th Street

New York, NY 10023

United States

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The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention

Journal of Marketing Research, 43 (1), February, 39-58, 2006, Columbia Business School Research Paper No. 16-19
Number of pages: 21 Posted: 18 Feb 2016
Ran Kivetz, Oleg Urminsky and Yuhuang Zheng
Columbia Business School - Marketing, University of Chicago - Booth School of Business and Fordham University
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