| 書目名稱 | The Paradox of Points |
| 副標題 | Theoretical Foundati |
| 編輯 | S?ren K?cher |
| 視頻video | http://file.papertrans.cn/917/916012/916012.mp4 |
| 概述 | Publication in the field of economic science.Includes supplementary material: |
| 叢書名稱 | Applied Marketing Science / Angewandte Marketingforschung |
| 圖書封面 |  |
| 描述 | In his research, S?ren K?cher 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. |
| 出版日期 | Book 2015 |
| 關(guān)鍵詞 | Consumer choice behavior; Experimental research; Loyalty program memberships; Theories of choice; Violat |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-658-09543-7 |
| isbn_softcover | 978-3-658-09542-0 |
| isbn_ebook | 978-3-658-09543-7Series ISSN 2627-1982 Series E-ISSN 2627-2008 |
| issn_series | 2627-1982 |
| copyright | Springer Fachmedien Wiesbaden 2015 |
|Archiver|手機版|小黑屋|
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