Earning the Right to Indulge: Effort as a Determinant of Customer Preferences toward Frequency Program Rewards

@article{Kivetz2002EarningTR,
  title={Earning the Right to Indulge: Effort as a Determinant of Customer Preferences toward Frequency Program Rewards},
  author={Ran Kivetz and I. Simonson},
  journal={Journal of Marketing Research},
  year={2002},
  volume={39},
  pages={155 - 170}
}
Although frequency programs (FPs) have become ubiquitous in the marketplace and a key marketing-mix tool for promoting customer relationship and loyalty, little is known about the factors that determine how such programs are evaluated by consumers. The authors investigate the impact of the level of effort participants must invest to obtain the reward on the types of rewards they prefer and, consequently, on the decision to join the FP. In particular, the authors propose that higher required… Expand
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 54 REFERENCES
The Illusion of Delayed Incentives: Evaluating Future Effort–Money Transactions
Self-Control for the Righteous: Toward a Theory of Precommitment to Indulgence
Do Customer Loyalty Programs Really Work
Consumer Choice between Hedonic and Utilitarian Goods
The Red and the Black: Mental Accounting of Savings and Debt
...
1
2
3
4
5
...