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
When People Stop Being Nice and Start Getting “Real”: Use of Identity Labels for Stigmatized Groups
Esther Uduehi, University of Pennsylvania, USA
Americus Reed, University of Pennsylvania, USA
Teaching Old Dog New Tricks… and Old Bottles New Jeans. The Role of Implicit Theories in the Evaluation of Recycled Products
Alessandro Biraglia, University of Leeds
J. Josko Brakus, University of Leeds
Lucia Mannetti, Sapienza University of Rome
Ambra Brizi, Sapienza University of Rome
H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market
Hao Wang, University of South Florida, USA