{"product_id":"the-paradox-of-points-theoretical-foundation-and-empirical-evidence-of-medium-magnitude-effects-in-loyalty-programs-paperback","title":"The Paradox of Points: Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs - Paperback","description":"\u003cp\u003eby \u003cb\u003eSören Köcher\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003eIn 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.\u003c\/p\u003e\u003ch3\u003eBack Jacket\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eIn 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.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eContents \u003c\/b\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cb\u003e\u003c\/b\u003eConceptual background and literature review on loyalty programs\u003c\/li\u003e\n\u003cli\u003eRational and descriptive theories of choice\u003c\/li\u003e\n\u003cli\u003eEmpirical examination of medium magnitude effects on the central consumer decision fields in loyalty program memberships\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003cb\u003eTarget Groups \u003c\/b\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cb\u003e\u003c\/b\u003eAcademics and students in the fields of marketing, consumer behavior, and customer relationship management \u003c\/li\u003e\n\u003cli\u003ePractitioners concerned with designing and managing loyalty programs\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003cb\u003eThe Author \u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eDr. Sören Köcher received his doctorate at the Department of Marketing, TU Dortmund University under the guidance of Prof. Dr. Hartmut H. Holzmüller.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003eDr. Sören Köcher received his doctorate at the Department of Marketing, TU Dortmund University under the guidance of Prof. Dr. Hartmut H. Holzmüller.\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 163\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.42 x 8.27 x 5.83 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e April 21, 2015\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":51794009391392,"sku":"9783658095420","price":89.08,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0974\/9764\/5344\/files\/c27a83156ab2b3219fa58a0bc6386ad1.webp?v=1780727072","url":"https:\/\/ebocreations.com\/products\/the-paradox-of-points-theoretical-foundation-and-empirical-evidence-of-medium-magnitude-effects-in-loyalty-programs-paperback","provider":"The E-Book Oasis LLC","version":"1.0","type":"link"}