“…These findings have significant implications in applied fields such as marketing, because they suggest that promotional rewards such as coupons and rebates undermine product evaluations and brand loyalty (Dodson, Tybout, & Sternthal, 1978;Scott, 1976). The results also imply that using rewards to encourage prosocial behaviors such as recycling (Diamond & Loewy, 1991;Witmer & Geller, 1976), immunizations (Moran, Nelson, Wofford, Velez, & Case, 1996), weight control (Mavis & Stoffelmayr, 1994), survey response (Hansen, 1980), and condom acquisition (Dahl, Gorn, & Weinberg, 1997) might undermine postreward attitudes and motivation. These conclusions leave practitioners with a paradox-consumer rewards may be effective for inducing initial action, but they may have undesirable effects on attitudes and subsequent behaviors.…”