http://dx.doi.org/10.1016/j.jcps.2010.08.005">
 

Document Type

Journal Article

Department/Unit

Department of Marketing

Title

The role of computational ease on the decision to spend loyalty program points

Language

English

Abstract

Many consumers today hold loyalty program points which function as a currency, but are not cash. This paper examines factors that influence consumers' decisions to keep or spend their accumulated points. We found that consumers are more likely to spend points when they can easily anticipate the benefits they can enjoy with the points. Specifically, the decision to spend points is facilitated when it is easier to compute the percentage savings one can get by using the points. This computational ease has effects on point spending beyond that of saving magnitude. © 2010 Society for Consumer Psychology.

Publication Date

2011

Source Publication Title

Journal of Consumer Psychology

Volume

21

Issue

2

Start Page

146

End Page

156

Publisher

Elsevier

ISSN (print)

10577408

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