@inbook{6c32b0cab32f4301984c538b6c81b7bb,
title = "Motivations for Adaptive Versus Substantial Commitment in a New Sales Program",
abstract = "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).",
author = "Gu, {Flora Fang} and Namwoon Kim",
note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-10963-3_193",
language = "English",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "324",
booktitle = "Developments in Marketing Science",
address = "United States",
}