The Moderating Role of Regulatory Fit in Temporal Effect of Loyalty Program Rewards Design

Through two experimental studies, this research is demonstrating two elements of loyalty program design (i.e. temporal rewards and rewards benefits) are independent message cues, inducing consumer’s regulatory focus. Based on the regulatory fit theory and the benefit congruency framework, the current research proposes that the fit between regulatory orientations that the program elements prime and consumer’s regulatory focus leads to greater consumer’s perception of utility (value) of the loyalty program, creates consumer’s more positive attitude towards the loyalty program, in turn, increases consumer’s likelihood of joining (participating) in the loyalty program.



Citation:

Sidney Su Han (2012) ,"The Moderating Role of Regulatory Fit in Temporal Effect of Loyalty Program Rewards Design", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 442-444.

Authors

Sidney Su Han, University of Guelph, Canada



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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