Earning the Right to Indulge
Ran Kivetz and Itamar Simonson have embarked on a broad research effort to understand why customers join loyalty programs and how they use them. They recently completed a paper that examined how the amount of effort consumers must expend to get a reward-how many miles, points, or purchases they must accumulate-affects the types of rewards they prefer. Kivetz and Simonson found that the more … [ Read more ]
Content: Article | Authors: Itamar Simonson, Ran Kivetz | Source: Stanford University | Subjects: Customer Related, Marketing / Sales