Marketing Exclusion: When Loyalty Programs Make Customers Feel Like "Outsiders"
We examine how preferential treatment given to privileged customers in loyalty programs affects unprivileged customers. We demonstrate that exposure to preferential treatment of others causes unprivileged customers to experience un-belonging (we term this "marketing exclusion"). We show that preferential treatment affects unprivileged customers' loyalty, purchase preferences and behavior towards others.
Danna Tevet, Shai Danziger, and Irit Nitzan (2015) ,"Marketing Exclusion: When Loyalty Programs Make Customers Feel Like "Outsiders"", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 332-332.
Danna Tevet, Tel Aviv University, Israel
Shai Danziger, Tel Aviv University, Israel
Irit Nitzan, Tel-Aviv University, Israel
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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