EAN: 9783658095420

ANGEWANDTE MARKETINGFORSCHUNG THE PARADOX OF ...

In his research  Sören Köcher 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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