Probability-Based Loyalty Programs Increase Motivation

We demonstrate and then discuss why consumers are less motivated in a traditional loyalty program (where a certain number of actions must be completed before the reward is obtained) than a probability-based loyalty program (where there is some non-zero probability of obtaining the reward after every action).


Adrian Camilleri, Jin Liyin, and Ying Zhang (2015) ,"Probability-Based Loyalty Programs Increase Motivation", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 779-779.


Adrian Camilleri, RMIT University, Australia
Jin Liyin, Fudan University, China
Ying Zhang, Peking University, China


NA - Advances in Consumer Research Volume 43 | 2015

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