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Applied Marketing Science / Angewandte Marketingforschung

The Paradox of Points

Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs

Authors: Köcher, Sören

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  • Publication in the field of economic science

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About this book

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.

About the authors

Dr. Sören Köcher received his doctorate at the Department of Marketing, TU Dortmund University under the guidance of Prof. Dr. Hartmut H. Holzmüller.

Table of contents (5 chapters)

Table of contents (5 chapters)

Buy this book

eBook $59.99
price for USA in USD
  • ISBN 978-3-658-09543-7
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $79.99
price for USA in USD
  • ISBN 978-3-658-09542-0
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
The Paradox of Points
Book Subtitle
Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs
Authors
Series Title
Applied Marketing Science / Angewandte Marketingforschung
Copyright
2015
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden
eBook ISBN
978-3-658-09543-7
DOI
10.1007/978-3-658-09543-7
Softcover ISBN
978-3-658-09542-0
Series ISSN
2627-1982
Edition Number
1
Number of Pages
XIX, 163
Number of Illustrations
27 b/w illustrations
Topics

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