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

• Main Author: Köcher, Sören (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2015.
• Series: Applied Marketing Science / Angewandte Marketingforschung
• Subjects: Business.; Marketing.; Behavioral economics.; Business and Management.; Behavioral/Experimental Economics.

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 membe...