Do Hedonic Benefits Always Create “Hedonic” Feeling? Two Influential Factors on Effectiveness of Hedonic Rewards Design

Sidney Su Han, University of Guelph, Canada
Lefa Teng, University of Guelph, Canada
Yiqiu Wang, Northeastern University, China
The effectiveness of hedonic loyalty rewards is controversial in loyalty program literature since hedonic rewards do not always appeal to customers in the way that marketers expect. Current research finds that two influential factors, i.e. consumer regulatory orientation and media magnitude of loyalty program, can impact consumer’s response to loyalty programs with hedonic rewards design.
[ to cite ]:
Sidney Su Han, Lefa Teng, and Yiqiu Wang (2012) ,"Do Hedonic Benefits Always Create “Hedonic” Feeling? Two Influential Factors on Effectiveness of Hedonic Rewards Design", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1121-1121.