Marketing Exclusion: When Loyalty Programs Make Customers Feel Like "Outsiders"

We demonstrate that loyalty program's preferential treatment to privileged customers causes unprivileged customers to feel meaningless and un-belonging. We term this “marketing exclusion”. We show that marketing exclusion decreases customer satisfaction, affects product choice, induces aggressive behavior and increases customer perceptions that the brand is less warm and more elitist.


Danna Tevet, Shai Danziger, and Irit Nitzan (2015) ,"Marketing Exclusion: When Loyalty Programs Make Customers Feel Like "Outsiders" ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 809-809.


Danna Tevet, Tel Aviv University, Israel
Shai Danziger, Tel Aviv University, Israel
Irit Nitzan, Tel Aviv University, Israel


NA - Advances in Consumer Research Volume 43 | 2015

Share Proceeding

Featured papers

See More


R3. In Experiences We Trust: From Brand-centric Experiences to Experience-centric Brands

Melissa Archpru Akaka, University of Denver
Ana Babic Rosario, University of Denver
Gia Nardini, University of Denver

Read More


R7. How and Why Life Transition Influences Brand Extension Evaluation

lei su, Hong Kong Baptist University
Alokparna (Sonia) Monga, Rutgers University, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More


C10. Beyond Self-control: A Field Exploration of the Interactive Effect between Cue-induced and Prospective Decision Making on Long-term Weight Loss

Wanyu Li, McGill University, Canada
Laurette Dube, McGill University, Canada
Yu Ma, McGill University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.