The Idiosyncratic Fit Heuristic: Effort Advantage as a Determinant of Consumer Response to Loyalty Programs
نویسنده
چکیده
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 suggestions received from Yifat Kivetz, Joan Meyers-Levy, Adi Peer, Lee Ross, V. “Seenu” Srinivasan, Z. John Zhang, and the three anonymous JMR reviewers. This research was supported by research grants from Columbia University’s Institute for Social and Economic Research and Policy and Stanford University’s Center for Electronic Business and Commerce. RAN KIVETZ and ITAMAR SIMONSON*
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