Incentives for learning: How free offers help or hinder motivation

International Journal of Research in Marketing（2022）

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摘要

•Tuition fee waiver and refund have different motivational consequences on learning.•A fee refund promotes greater attention towards the course benefits among learners.•A fee refund promotes longer-lasting motivation to learn among learners.•More learners’ efforts to sign up for courses promotes attention to course benefits.

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关键词

Incentives,Discretionary learning,Free,Mental accounting,Wise psychological intervention

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