How 'Benefit Distribution' Influences Consumer Goal Perseverance in Loyalty Programs

Aaron Garvey, University of Kentucky, USA
This research introduces benefit distribution, defined as the degree to which receipt of benefits (e.g., loyalty program rewards) is coupled with a goal’s end state. Altering benefit distribution influences the effect of progress upon goal perseverance and attitudes toward the offering firm. Psychological mechanisms and theoretical implications are discussed.
[ to cite ]:
Aaron Garvey (2014) ,"How 'Benefit Distribution' Influences Consumer Goal Perseverance in Loyalty Programs", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 488-489.