Lucky loyalty? Devoted consumers believe they have earned the right to win random rewards
Tuesday, September 16, 2014 - 10:00
in Psychology & Sociology
Loyal consumers can earn benefits such as frequent flyer miles or free nights at hotels when they participate in rewards programs. Loyalty, of course, doesn't increase the odds of winning random prizes or receiving random discounts. According to a new study in the Journal of Consumer Research, consumers who have shown loyalty to a company giving a random reward mistakenly believe they are more likely to receive the reward because they deserve it.