We Don’T Think You’Re Important: Exploring the Effects of Loyalty Programs on Those Excluded From Benefits

Sara Dommer, Georgia Institute of Technology, USA
Katherine Loveland, Xavier University, USA
Jaehoon Lee, Southern Illinois University, USA
We explore how exclusion from loyalty programs impacts consumers. We find that when the loyalty benefits have a social component, an effort requirement of “opting-in” is more motivating (i.e., increases intended commitment) than an effort requirement of earning points. When the loyalty benefit is financial, we find the opposite pattern.
[ to cite ]:
Sara Dommer, Katherine Loveland, and Jaehoon Lee (2014) ,"We Don’T Think You’Re Important: Exploring the Effects of Loyalty Programs on Those Excluded From Benefits", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 91-95.