Earning Luckiness: the Effect of Active Loyalty Program Membership on Consumer Predictions of Randomly-Determined Marketing Outcomes

Rebecca Walker Naylor, Fisher College of Business, Ohio State University, USA
Kelly Haws, Vanderbilt University, USA
Chris Summers, Ohio State University, USA
Across five studies, we demonstrate that consumers display a “lucky loyalty” effect, such that active loyalty program members (vs. non-members) feel they have a greater subjective likelihood of experiencing positive randomly-determined outcomes offered by the firm administering the loyalty program even when these outcomes are unconnected to the loyalty program.
[ to cite ]:
Rebecca Walker Naylor, Kelly Haws, and Chris Summers (2013) ,"Earning Luckiness: the Effect of Active Loyalty Program Membership on Consumer Predictions of Randomly-Determined Marketing Outcomes", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.