Consumer reactance against loyalty programs
نویسندگان
چکیده
منابع مشابه
Loyalty programs and dynamic consumer preference in online markets
Available online 21 May 2015
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Based on a large-scale, unique longitudinal dataset comprising more than four million individual transactions, we study linkages between consumer learning, channel choice, and purchase behavior. We focus on online versus traditional over the counter channels. First, we investigate how the occurrence of consumer ‘learning’ is related to ‘unlearning’ in loyalty programs, and how (un)learning depe...
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Despite the prevalent use of loyalty programs, there is limited evidence on the long-term effects of such programs, and their effectiveness is not well established. The current research examines the long-term impact of a loyalty program on consumers’ usage levels and their exclusive loyalty to the firm. Using longitudinal data from a convenience store franchise, the study shows that consumers w...
متن کاملPrivacy-Preserving Loyalty Programs
Loyalty programs are promoted by vendors to incentivize loyalty in buyers. Although such programs have become widespread, they have been criticized by business experts and consumer associations: loyalty results in profiling and hence in loss of privacy of consumers. We propose a protocol for privacy-preserving loyalty programs that allows vendors and consumers to enjoy the benefits of loyalty (...
متن کاملThe Idiosyncratic Fit Heuristic: Effort Advantage as a Determinant of Consumer Response to Loyalty Programs
Journal of Marketing Research Vol. XL (November 2003), 454–467 *Ran Kivetz is Associate Professor of Marketing, Graduate School of Business, Columbia University (e-mail: [email protected]). Itamar Simonson is Sebastian S. Kresge Professor of Marketing, Graduate School of Business, Stanford University (e-mail: [email protected]). The authors are grateful for helpful comments and ...
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ژورنال
عنوان ژورنال: Journal of Consumer Marketing
سال: 2007
ISSN: 0736-3761
DOI: 10.1108/07363760710773111