Comparability As the Determinant of Reward Evaluation in Frequency Program

Frequency programs share an underlying structure wherein customers need to invest a stream of effort to earn future rewards. We propose that the effort requirements of frequency programs affect the customer evaluation of rewards in two opposite directions, and that the comparability of effort and reward determines which direction prevails.



Citation:

Lei Su, Leilei Gao, and Jianmin Jia (2011) ,"Comparability As the Determinant of Reward Evaluation in Frequency Program", 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.

Authors

Lei Su, The Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Jianmin Jia, Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

E2. Donation versus Adoption: How the Mode of Helping Moderates the Effect of Emotions on Helping

Ziqi Shang, Renmin University of China
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA

Read More

Featured

How Passive Form Messages in CSR Advertisement Improve Consumer Reaction to the Campaign

Taehoon Park, University of South Carolina, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Elise Chandon Ince, University of South Carolina, USA

Read More

Featured

Flavor Fatigue: How Cognitive Depletion Reduces Enjoyment of Complex Flavors

Rhonda Hadi, Oxford University, UK
Dan Rubin, St. John’s University
Diogo Hildebrand, Baruch College, USA
Thomas Kramer, University of California Riverside, USA

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.