Consumer Empowerment and Casino Loyalty Programs: an Examination of Temporal Orientation and Consumer Choice

This study examines how temporal orientation impacts the individual’s perception of choice and how those constructs relate to consumer empowerment. Specifically, it examines how control over loyalty program features within a casino impacts the subjective experience of empowerment for customers who are distant-future oriented, present oriented with a fatalist approach to life (present fatalist), and present oriented with a more hedonistic approach (present hedonistic). The study investigates whether a future-oriented individual evaluate the more long-term and abstract levels associated with choice, while present-oriented individuals might look for concrete details and more immediate benefits of their consumption experience. A qualitative technique, namely the Zaltman Metaphor Elicitation Technique (ZMET), is used in order to capture conscious as well as deeper and unconscious meanings associated to consumer’s choice.



Citation:

Flavia Hendler and Kathryn LaTour (2008) ,"Consumer Empowerment and Casino Loyalty Programs: an Examination of Temporal Orientation and Consumer Choice", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 183-183.

Authors

Flavia Hendler, University of Nevada Las Vegas
Kathryn LaTour



Volume

LA - Latin American Advances in Consumer Research Volume 2 | 2008



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