Loyalty Point Spending and Stockpiling – a Construal Perspective

We present a construal-level account of loyalty-point spending and stockpiling behavior. We show that loyalty points are construed abstractly relative to money. This affects what people redeem their points on and when they redeem. Further, we show how stockpiling can be influenced by altering the nature of the loyalty program.


Charan K Bagga, Alina Nastasoiu, Neil Bendle, and Mark Vandenbosch (2020) ,"Loyalty Point Spending and Stockpiling – a Construal Perspective", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 62-65.


Charan K Bagga, University of Calgary, Canada
Alina Nastasoiu, Booking.com
Neil Bendle, University of Georgia, USA
Mark Vandenbosch, Western University, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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