Earning Luckiness: the Effect of Active Loyalty Program Membership on Consumer Predictions of Randomly-Determined Marketing Outcomes

Across five studies, we demonstrate that consumers display a “lucky loyalty” effect, such that active loyalty program members (vs. non-members) feel they have a greater subjective likelihood of experiencing positive randomly-determined outcomes offered by the firm administering the loyalty program even when these outcomes are unconnected to the loyalty program.



Citation:

Rebecca Walker Naylor, Kelly Haws, and Chris Summers (2013) ,"Earning Luckiness: the Effect of Active Loyalty Program Membership on Consumer Predictions of Randomly-Determined Marketing Outcomes", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Rebecca Walker Naylor, Fisher College of Business, Ohio State University, USA
Kelly Haws, Vanderbilt University, USA
Chris Summers, Ohio State University, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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