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The Paradox of Points: Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs

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In his research, Sören Köcher provides valuable insights on the paradoxical effects of the magnitude of a loyalty program medium—i.e. the sheer number of points, miles, or stamps credited for every purchase and required for reward redemption—on the central consumer decisions in loyalty program memberships. In sum, the results of twelve empirical studies reveal that high magnitude currencies improve the attractiveness of medium collection but entail reluctant medium spending behavior. These findings provide important implications for a more efficient usage of loyalty programs in business practices. In addition, this dissertation discovers a violation of one of the most fundamental assumptions of rational choice theory and thus contributes to a better understanding of when and why people deviate from rational decision-making.

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Detail Information

Series Title

Applied Marketing Science / Angewandte Marketingforschung

Call Number

-

Publisher

Wiesbaden : Springer Gabler Wiesbaden., 2015

Collation

XIX, 163

Language

English

ISBN/ISSN

978-3-658-09543-7

Classification

NONE

Content Type

text

Media Type

computer

Carrier Type

-

Edition

-

Subject(s)

Marketing, Experimental Economics

Specific Detail Info

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Statement of Responsibility

Sören Köcher

Other Information

Cataloger

Jemadi

Source

https://link.springer.com/content/pdf/10.1007/978-3-658-09543-7.pdf?pdf=button

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