The role of computational ease on the decision to spend loyalty program points

Autor:	Candy K. Y. Ho, Jessica Y. Y. Kwong, Dilip Soman
Rok vydání:	2011
Předmět:	Marketing Currency Cash media_common.quotation_subject Loyalty program Economics ComputerApplications_COMPUTERSINOTHERSYSTEMS Function (engineering) Discount points Applied Psychology media_common
Zdroj:	Journal of Consumer Psychology. 21:146-156
ISSN:	1057-7408
DOI:	10.1016/j.jcps.2010.08.005
Popis:	Many consumers today hold loyalty program points which function as a currency, but are not cash. This paper examines factors that influence consumers' decisions to keep or spend their accumulated points. We found that consumers are more likely to spend points when they can easily anticipate the benefits they can enjoy with the points. Specifically, the decision to spend points is facilitated when it is easier to compute the percentage savings one can get by using the points. This computational ease has effects on point spending beyond that of saving magnitude.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::0e14585a839c68438600864384a906bd https://doi.org/10.1016/j.jcps.2010.08.005 Zobrazit plný text záznamu Plný text