Exercise Behavior in Loyalty Program: the Influence of Regulatory Focus

Ahmad Daryanto, Departement of Marketing, Maastrich University, the Netherlands
Ko de Ruyter, Departement of Marketing, Maastrich University, the Netherlands
Martin Wetzels, Departement of Marketing, Maastrich University, the Netherlands
Paul G. Patterson, School of Marketing, University of New South Wales, Sidney, Australia
Our study examines the influence of regulatory focus (RF) on reward preferences in a customer loyalty program. Specifically, we aim to contribute to the emerging literature on RF by addressing five issues. First, we simultaneously investigate RF as a state and a customer trait. Second, we address the interaction between type of rewards and message framing. Third, we test whether the influence of the RF trait on consumer loyalty is mediated by exercise motivation. Fourth, we examine whether the transfer of regulatory fit effect is embedded in multiple interrelated constructs that make up a customer’s evaluative judgment. Finally, we investigate the impact of simultaneously presenting promotion and prevention rewards on customer loyalty.
[ to cite ]:
Ahmad Daryanto, Ko de Ruyter, Martin Wetzels, and Paul G. Patterson (2007) ,"Exercise Behavior in Loyalty Program: the Influence of Regulatory Focus", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 346-350.