Motivations for Adaptive Versus Substantial Commitment in a New Sales Program

Flora Fang Gu, Namwoon Kim

Research output: Chapter in book / Conference proceedingChapter in an edited book (as author)Academic researchpeer-review


This study identifies two distinctive modes of the distributor commitment to a manufacturer-initiated new sales program: substantial and adaptive commitment. We argue that the performance of these committed behavior depends on whether the major motivation is to obtain new benefits from the program (called merit-seeking motivation) or to avoid possible losses from non-participation (called loss-aversion motivation).

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages1
Publication statusPublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management

Cite this