People often strive for an identical goal (e.g., rewards offered in loyalty programs), what we refer to as recurring goals. Extant research has documented post-reward resetting i.e., a slowdown in the inter-purchase time between earning the first reward and making the first purchase toward the second reward. This research shows how consumers do not reset fully; the inter-purchase time increases after a successful completion, but it does not increase to its previous level. Partial post-reward resetting occurs because people learn about their own ability to reach the reward. Hence, successful completions increase subsequent engagements, purchase rates, and task completion
