• Asia Marketing Journal
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• v.16 no.1
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• pp.1-12
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• 2014

The goal-gradient hypothesis states that the tendency to approach a goal increases with the increasing proximity of the goal (Hull 1932). It was initially supported with an evidence of animal experiments and since then, several papers have investigated the goal-gradient hypothesis in humans. Although there are some evidences related to the goal-gradient hypothesis in human behaviors, none of previous studies can properly explain its underlying mechanism, and what's more, they were not able to suggest useful managerial applications in human behaviors. From these perspectives, this work points out that there are some theoretical weaknesses to apply the goal-gradient hypothesis into the complicated human decision-making behaviors and proposes an alternative theoretical mechanismthat underlies the goal-gradient hypothesis in human. Finally, it offers insights into managerial implications of the goal-gradient hypothesis in the marketing field. This study focuses on the changes in motivations for achieving goals, in terms of how approaches to goals vary according to temporal distance from those goals. Specifically, the temporal construal theory (Liberman and Trope 1998) is considered as the underlying mechanism of the goal-gradient in that the temporal construal theory argues how the temporal distance from a goal makes people change their associated values regarding to that goal. According to the temporal construal theory, the value of distant future outcomes (near future outcomes) is construed on the basis of abstract and central features (concrete and peripheral features), and it argues that distant future situations are construed on a higher level than near future situations. This means that the value associated with the high-level construal is enhanced over delay, whereas the value associated with the low-level construal is discounted over delay. Our propositions suggest that the goal-gradient behavior in human can be motivated by the different aspects or characteristics of the goal as time changes based on the temporal construal theory. Thus, the following propositions are proposed. P 1-1: If the goal is far away, consumers put more value on the central features that are more associated with the desirability of the goal. P 1-2: If the goal is far away, consumers put more effort into accomplishing the goal that has more central features, regardless of its peripheral features. P 2-1: If a goal is near, consumers put more value on the peripheral features that are more associated with the feasibility of the goal. P 2-2: If a goal is near, consumers put more effort into accomplishing the goal that has more peripheral features, regardless of its central features. We hope to provide sufficient managerial implications for the companies as our research aims to show how consumers react differently as they progress toward the goal. Proposed propositions may provide guidance for companies developing a loyalty program, enabling them to understand what kinds of benefits or services they should provide or emphasize to consumers in loyalty programs on the basis of the time-dependent changes in outcome values (such as gifts, reward coupons). The effects of temporal distance from a goal should inform companies' marketing activities and help themto determine where emphasis should be placed in designing the benefits of their loyalty program.

• Steel and Composite Structures
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• v.45 no.3
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• pp.331-348
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• 2022

The main goal of this article is to develop the finite element formulation based on the nonlocal strain gradient and the refined higher-order deformation theory employing a new function f(z) to investigate the static bending and free vibration of functionally graded porous (FGP) nanobeams. The proposed model considers the simultaneous effects of two parameters: nonlocal and strain gradient coefficients. The nanobeam is made by FGP material that exists in un-even and logarithmic-uneven distribution. The governing equation of the nanobeam is established based on Hamilton's principle. The authors use a 2-node beam element, each node with 8 degrees of freedom (DOFs) approximated by the C¹ and C² continuous Hermit functions to obtain the elemental stiffness matrix and mass matrix. The accuracy of the proposed model is tested by comparison with the results of reputable published works. From here, the influences of the parameters: nonlocal elasticity, strain gradient, porosity, and boundary conditions are studied.

• Steel and Composite Structures
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• v.26 no.6
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• pp.673-691
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• 2018

The main goal of this research is to examine the in-plane and out-of-plane forced vibration of a curved nanocomposite microbeam. The in-plane and out-of-plane displacements of the structure are considered based on the first order shear deformation theory (FSDT). The curved microbeam is reinforced by functionally graded carbon nanotubes (FG-CNTs) and thus the extended rule of mixture is employed to estimate the effective material properties of the structure. Also, the small scale effect is captured using the strain gradient theory. The structure is rested on a nonlinear orthotropic viscoelastic foundation and is subjected to concentrated transverse harmonic external force, thermal and magnetic loads. The derivation of the governing equations is performed using energy method and Hamilton's principle. Differential quadrature (DQ) method along with integral quadrature (IQ) and Newmark methods are employed to solve the problem. The effect of various parameters such as volume fraction and distribution type of CNTs, boundary conditions, elastic foundation, temperature changes, material length scale parameters, magnetic field, central angle and width to thickness ratio are studied on the frequency and force responses of the structure. The results indicate that the highest frequency and lowest vibration amplitude belongs to FGX distribution type while the inverse condition is observed for FGO distribution type. In addition, the hardening-type response of the structure with FGX distribution type is more intense with respect to the other distribution types.

• International Journal of Aeronautical and Space Sciences
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• v.6 no.2
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• pp.56-63
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• 2005

Some methods have been presented to avoid collisions among satellites for satellite formation flying mission. The potential function method based on Lyapunov's theory is known as a powerful tool for collision avoidance in the robotic system because of its robustness and flexibility. During the last decade, a potential function has also been applied to UAV's and spacecraft operations, which consists of repulsive and attractive potential. In this study, the controller is designed using a potential function via sliding mode technique for the configuration of satellite formation flying. The strategy is based on enforcing the satellite to move along the gradient of a given potential function. The new scalar velocity function is introduced such that all satellites reach the goal points simultaneously. Simulation results show that the controller drives the satellite toward the desired point along the gradient of the potential function and is robust against external disturbances.

• Journal of the Korean Operations Research and Management Science Society
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• v.39 no.3
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• pp.63-82
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• 2014

The main objective of this research is to investigate whether the RFM (recency-frequency-monetary value) information of a customer's redemption behavior of loyalty points can improve the prediction of future value of the customer. The conventional measurement of customer value has been primarily based on purchase transactions behavior although a customer's future behavior can be also influenced by other interactions between the customer and the firm such as redemption of rewards in a loyalty program. We theorize why a customer's redemption behavior can influence her future purchases and thereby the customer's total value based on operant learning theory, goal gradient hypothesis, and lock-in effect. Using a dataset from a major book store in Korea spanning three years between 2008 and 2010, we analyze both purchase transactions and redemption records of over 10,000 customers. The results show that the redemption-based RFM information does improve the prediction accuracy of the customer's future purchases. Based on this result, we also propose an improved estimate of customer lifetime value (CLV) by combining purchase transactions and loyalty points redemption data. Managerial implications will be also discussed for firms managing loyalty programs to maximize the total value customers.

• Knowledge Management Research
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• v.23 no.3
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• pp.1-22
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• 2022

This study aims to investigate the gamification effect of the badge awards, the most popular gamification process, on users participation behavior. This study also attempts to investigate the effect of tailored gamification, which designs the system of gamification differently based on users' characteristics, focusing on the level of online user information disclosure. For this, we collect and analyze data on 557 users and 1,048,020 answers from StackOverflow, an online Q&A community for developers. The results show that providing a badge is effective for increasing the amount of user participation, whereas providing a goal through the badge is partially effective for increasing the quality of participation. However, the moderating effect of whether users disclose their SNS information on the relationship between badge gaining and participation decrease is not statistically significant. For platform operators, our findings emphasize the importance of gamification design to enhance user engagement effectively.

• Journal of the Institute of Electronics and Information Engineers
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• v.50 no.6
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• pp.212-220
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• 2013

Recently, there has been tremendous increase in human-computer/machine interaction system, where the goal is to provide with an appropriate service to the user at the right time with minimal human inputs for human augmented cognition system. To develop an efficient human augmented cognition system based on human computer/machine interaction, it is important to interpret the user's implicit intention, which is vague, in addition to the explicit intention. According to cognitive visual-motor theory, human eye movements and pupillary responses are rich sources of information about human intention and behavior. In this paper, we propose a novel approach for the identification of human implicit visual search intention based on eye movement pattern and pupillary analysis such as pupil size, gradient of pupil size variation, fixation length/count for the area of interest. The proposed model identifies the human's implicit intention into three types such as navigational intent generation, informational intent generation, and informational intent disappearance. Navigational intent refers to the search to find something interesting in an input scene with no specific instructions, while informational intent refers to the search to find a particular target object at a specific location in the input scene. In the present study, based on the human eye movement pattern and pupillary analysis, we used a hierarchical support vector machine which can detect the transitions between the different implicit intents - navigational intent generation to informational intent generation and informational intent disappearance.