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
Share Proceeding
Featured papers
See MoreFeatured
P3. Cash Costs You: The Pain of Holding
J Zenkic, University of Melbourne, Australia
Kobe Millet, Vrije Universiteit Amsterdam
Nicole Mead, University of Melbourne, Australia
Featured
Better Marketing for a Better World
Jonah Berger, University of Pennsylvania, USA
Jonathan Zev Berman, London Business School, UK
Darren Dahl, University of British Columbia, Canada
Markus Giesler, York University, Canada
Rebecca Hamilton, Georgetown University, USA
Gita Venkataramani Johar, Columbia University, USA
John Lynch, University of Colorado, USA
Andrea Morales, Arizona State University, USA
Featured
I'm Scared, Want to Listen? Fear's Influence on Self-Disclosure
Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada