Skip to main content
SpringerLink
Log in

The Paradox of Points

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

  • Book
  • © 2015

Overview

Authors:
  1. Sören Köcher

    1. TU Dortmund University, Dortmund, Germany

    View author publications

    You can also search for this author in PubMed   Google Scholar

  • Publication in the field of economic science
  • Includes supplementary material: sn.pub/extras

This is a preview of subscription content, log in via an institution to check access.

Access this book

Log in via an institution
eBook USD 39.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

Licence this eBook for your library

Institutional subscriptions

Table of contents (5 chapters)

  1. Front Matter

    Pages I-XIX
    Download chapter PDF

  2. A Introduction

    • Sören Köcher
    Pages 1-4

  3. B Conceptual Basis and Literature Review

    • Sören Köcher
    Pages 5-43

  4. C Theoretical Background and Hypotheses Development

    • Sören Köcher
    Pages 45-73

  5. D Empirical Examination of Medium Magnitude Effects

    • Sören Köcher
    Pages 75-130

  6. E Conclusions

    • Sören Köcher
    Pages 131-140

  7. Back Matter

    Pages 141-163
    Download chapter PDF
Back to top

Keywords

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.

Authors and Affiliations

  • TU Dortmund University, Dortmund, Germany

    Sören Köcher

About the author

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

Bibliographic Information

  • Book Title: The Paradox of Points

  • Book Subtitle: Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs

  • Authors: Sören Köcher

  • Series Title: Applied Marketing Science / Angewandte Marketingforschung

  • DOI: https://doi.org/10.1007/978-3-658-09543-7

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden 2015

  • Softcover ISBN: 978-3-658-09542-0Published: 21 April 2015

  • eBook ISBN: 978-3-658-09543-7Published: 14 April 2015

  • Series ISSN: 2627-1982

  • Series E-ISSN: 2627-2008

  • Edition Number: 1

  • Number of Pages: XIX, 163

  • Number of Illustrations: 27 b/w illustrations

  • Topics: Marketing, Behavioral/Experimental Economics

Publish with us

Policies and ethics

Back to top

Search

Navigation