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.
Read more: https://hbr.org/2017/11/research-if-you-position-products-as-a-set-people-are-more-likely-to-buy-them-all?source=Snapzu