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

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

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Category Type
Marketing & Sales
ISBN
9783658095420
Author
Sören Köcher
Publisher
Springer
Description:

In his research, Soren Kocher 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 ...

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    Specifications

    Category Type
    Marketing & Sales
    ISBN
    9783658095420
    Package thickness
    20.8 centimeters
    Package weight in KGs
    260 grams
    Category Type
    Marketing & Sales
    ISBN
    9783658095420
    Package thickness
    20.8 centimeters
    Package weight in KGs
    260 grams
    EAN-13
    9783658095420
    Expirable
    Package height
    1.2 centimeters
    Package Width
    14.8 centimeters
    Serial Scan Required
    Item EAN
    2724501829721
    People
    Author
    Sören Köcher
    People
    Publisher
    Springer
    Technical Information
    Binding
    Paperback
    Languages and countries
    Language of the text
    English
    Read more
  •  

    Description:

    In his research, Soren Kocher 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

    In his research, Soren Kocher 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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