Comparability As the Determinant of Reward Evaluation in Frequency Program

Lei Su, The Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Jianmin Jia, Chinese University of Hong Kong, China
Frequency programs share an underlying structure wherein customers need to invest a stream of effort to earn future rewards. We propose that the effort requirements of frequency programs affect the customer evaluation of rewards in two opposite directions, and that the comparability of effort and reward determines which direction prevails.
[ to cite ]:
Lei Su, Leilei Gao, and Jianmin Jia (2011) ,"Comparability As the Determinant of Reward Evaluation in Frequency Program", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.