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
Share Proceeding
Featured papers
See MoreFeatured
Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences
Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA
Featured
How the Past Shapes the Present: The Assimilation of Enjoyment to Similar Past Experiences
Anika Stuppy, Erasmus University Rotterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands
Featured
Give Me Something of Yours: The Downside of Digital (vs. Physical) Exchanges
Anne Wilson, Harvard Business School, USA
Shelle Santana, Harvard Business School, USA
Neeru Paharia, Georgetown University, USA