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

by Soren Kocher and Sören Köcher

In his research, S ren K cher 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...

• Format: Paperback
• Language: English
• ISBN: 3658095423
• ISBN13: 9783658095420
• Release Date: April 2015
• Publisher: Springer Gabler
• Length: 163 Pages
• Weight: 0.54 lbs.
• Dimensions: 0.4" x 5.8" x 8.3"