The Role of Effort Advantage in Consumer Response to Loyalty Programs: The Idiosyncratic Fit Heuristic

Ran Kivetz & Itamar Simonson
Over the past few years, customer relationship management and loyalty programs (LPs) have been widely adopted by companies and have received a great deal of attention from marketers, consultants, and, to a lesser degree, academics. In this research, we examine the effect of the level of effort required to obtain a LP's reward on consumers' perception of the LP's attractiveness. We propose that, under certain conditions, increasing the program requirements can enhance consumers' likelihood of...
This data repository is not currently reporting usage information. For information on how your repository can submit usage information, please see our documentation.