The Paradox of Points
Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs
1st Edition
Published on 14. April 2015
XIX, 163 pages
978-3-658-09543-7 (ISBN)
Description
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.
More details
Series
Language
English
Place of publication
Wiesbaden
Germany
Publishing group
Springer Fachmedien Wiesbaden GmbH
Target group
Professional and scholarly
Illustrations
XIX, 163 p. 27 illus.
File size
2,00 MB
ISBN-13
978-3-658-09543-7 (9783658095437)
DOI
10.1007/978-3-658-09543-7
Schweitzer Classification
Other editions
Additional editions
Sören Köcher
The Paradox of Points
Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs
Book
04/2015
Springer Gabler
€53.49
Shipment within 10-15 days
Person
Dr. Sören Köcher received his doctorate at the Department of Marketing, TU Dortmund University under the guidance of Prof. Dr. Hartmut H. Holzmüller.
Content
Conceptual background and literature review on loyalty programs.- Rational and descriptive theories of choice.- Empirical examination of medium magnitude effects on the central consumer decision fields in loyalty
program memberships.
