Spending Or Stockpiling: Consumers’ Decisions to Redeem Loyalty Program Points

We examine factors that influence consumers’ decisions to spend loyalty program points or money on a purchase. Because design characteristics of loyalty programs, such as the numerosity of loyalty program points, influence the perceived value of points, they play a critical role in encouraging consumers to spend or stockpile points.


SoYeon Chun and Rebecca Hamilton (2016) ,"Spending Or Stockpiling: Consumers’ Decisions to Redeem Loyalty Program Points", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 279-284.


SoYeon Chun, Georgetown University, USA
Rebecca Hamilton, Georgetown University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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