M1. How Rewarding Is Your Rewards Program? Experiential Vs. Material Rewards
The research on loyalty rewards programs focuses on material rewards. In four studies, we explore consumers’ preference for experiential (vs. material) rewards. They view experiential (vs. material) rewards as having greater expected utility, which, in turn, increases their behavioral intentions and engagement with the loyalty program.
Ayalla Ruvio, Farnoosh Khodakarami, and Clay Voorhees (2018) ,"M1. How Rewarding Is Your Rewards Program? Experiential Vs. Material Rewards", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 926-926.
Ayalla Ruvio, Michigan State University, USA
Farnoosh Khodakarami, Michigan State University, USA
Clay Voorhees, Michigan State University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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