Make me special: Gender differences in consumers’ responses to loyalty programs

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dc.contributor.authorMelnyk, Valentyna
dc.contributor.authorOsselaer, Stijn M. J.
dc.date.accessioned2012-11-20T20:28:38Z
dc.date.available2012-11-20T20:28:38Z
dc.date.copyright2012-09-21
dc.date.issued2012
dc.description.abstractCurrent literature on loyalty programs emphasizes the importance of psychological rewards and special treatment. However, it is not clear if male and female customers respond to these incentives in a similar way. We explore the differential effect for female versus male consumers of two psychological rewards that are provided through a loyalty program (a) high status (e. g., Gold membership), and (b) personalization, at different levels of visibility to other consumers. Across three experiments and a field study, we find a coherent pattern of gender differences in the way customers respond to different types of psychological rewards in the context of loyalty programs. The results show that men respond more positively than women to loyalty programs that emphasize status, but only when their higher status is highly visible to others. In contrast, women respond more positively than men to loyalty programs that emphasize personalization, but only for personalization in private settings. We discuss managerial implications for the design of loyalty programsen_NZ
dc.identifier.citationMelnyk, V. & Van Osselaer, S.M.J. (2012). Make me special: Gender differences in consumers' responses to loyalty programs. Marketing Letters, 23(3), 545-559en_NZ
dc.identifier.doi10.1007/s11002-011-9160-3en_NZ
dc.identifier.issn0923-0645
dc.identifier.urihttps://hdl.handle.net/10289/6866
dc.language.isoen
dc.publisherSpringer
dc.relation.isPartOfMarketing Lettersen_NZ
dc.relation.ispartofMarketing Letters
dc.subjectGender differencesen_NZ
dc.subjectLoyaltyen_NZ
dc.subjectLoyalty programsen_NZ
dc.subjectPersonalizationen_NZ
dc.subjectStatusen_NZ
dc.titleMake me special: Gender differences in consumers’ responses to loyalty programsen_NZ
dc.typeJournal Articleen_NZ
pubs.begin-page545en_NZ
pubs.elements-id37535
pubs.end-page559en_NZ
pubs.issue3en_NZ
pubs.volume23en_NZ
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