We Don’T Think You’Re Important: Exploring the Effects of Loyalty Programs on Those Excluded From Benefits

We explore how exclusion from loyalty programs impacts consumers. We find that when the loyalty benefits have a social component, an effort requirement of “opting-in” is more motivating (i.e., increases intended commitment) than an effort requirement of earning points. When the loyalty benefit is financial, we find the opposite pattern.



Citation:

Sara Dommer, Katherine Loveland, and Jaehoon Lee (2014) ,"We Don’T Think You’Re Important: Exploring the Effects of Loyalty Programs on Those Excluded From Benefits", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 91-95.

Authors

Sara Dommer, Georgia Institute of Technology, USA
Katherine Loveland, Xavier University, USA
Jaehoon Lee, Southern Illinois University, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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