rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    non sort: The
    title: Paradox of Points
    sub title: Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs
  name:
    name part: Köcher, Sören.
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: SpringerLink (Online service)
  type of resource: text
  origin info:
    place:
      place term: gw
    date issued: 2015
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: electronic
    form: electronic resource
    reformatting quality: access
    form: remote
    extent: XIX, 163 p. 27 illus. online resource.
  abstract: 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. Contents Conceptual background and literature review on loyalty programs Rational and descriptive theories of choice Empirical examination of medium magnitude effects on the central consumer decision fields in loyalty program memberships Target Groups Academics and students in the fields of marketing, consumer behavior, and customer relationship management Practitioners concerned with designing and managing loyalty programs 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.
  note: by Sören Köcher.
  subject:
    topic: Business
  subject:
    topic: Marketing
  subject:
    topic: Behavioral economics
  subject:
    topic: Business and Management
  subject:
    topic: Marketing
  subject:
    topic: Behavioral/Experimental Economics
  classification: HF5410-5417.5
  classification: 658.8
  related item:
    title info:
      title: Springer eBooks
  related item:
    title info:
      title: Applied Marketing Science / Angewandte Marketingforschung
  identifier: 9783658095437
  identifier: http://dx.doi.org/10.1007/978-3-658-09543-7
  record info:
    record creation date: 150414
    record change date: 20151204165204.0
    record identifier: 978-3-658-09543-7