When Rewards Backfire: Customer Resistance to Loyalty Programs

Following Boltanski and Thévenot’s (2006) regimes of justifications, this research explores consumer resistance to loyalty programs. The findings of a qualitative study show that the informants’ representations of the “market world” conflict with those of other orders of worth, such as “domestic” and “civil” worlds. They also provide evidence of psychological reactance, cynicism, need for cognition and transactional orientation of these consumers.


Dominique Roux and Mariem El Euch Maalej (2011) ,"When Rewards Backfire: Customer Resistance to Loyalty Programs", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Dominique Roux, Université Paris-Sud 11, France
Mariem El Euch Maalej, IRG-Université Paris-Est, France


NA - Advances in Consumer Research Volume 38 | 2011

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