An important new study explores the impact of artificial bonuses on customer loyalty. For example, putting a few extra "bonus" stamps on a frequent-buyer card – instead of just requiring more purchases in the first place – leads to an artificial feeling of advancement towards a goal…and repeat business. In a forthcoming paper in the Journal of Consumer Research, this phenomenon is termed the "endowed progress effect."
"The endowed progress effect we document is shown to affect the attractiveness of a program to consumers, their perceived likelihood of joining a program, and their expectations of purchasing enough to earn the reward," explain Joseph C. Nunes (University of Southern California) and Xavier Drèze (University of Pennsylvania).
In other words, people are more likely to join and stay loyal to a program if they feel like they are consistently making progress. Nunes and Drèze show this in several scenarios, and also examine the motivational source of these reactions, finding that the dollar value of the bonus is not nearly as important as what fraction of the promotion is completed by the bonus. The critical distinction between whether a program works or not has more to do with consumers perceiving that they are moving along closer toward the goal rather than estimating their losses if they discontinue.
Suzanne Wu | EurekAlert!
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A new manufacturing technique uses a process similar to newspaper printing to form smoother and more flexible metals for making ultrafast electronic devices.
The low-cost process, developed by Purdue University researchers, combines tools already used in industry for manufacturing metals on a large scale, but uses...
For the first time ever, scientists have determined the cosmic origin of highest-energy neutrinos. A research group led by IceCube scientist Elisa Resconi, spokesperson of the Collaborative Research Center SFB1258 at the Technical University of Munich (TUM), provides an important piece of evidence that the particles detected by the IceCube neutrino telescope at the South Pole originate from a galaxy four billion light-years away from Earth.
To rule out other origins with certainty, the team led by neutrino physicist Elisa Resconi from the Technical University of Munich and multi-wavelength...
For the first time a team of researchers have discovered two different phases of magnetic skyrmions in a single material. Physicists of the Technical Universities of Munich and Dresden and the University of Cologne can now better study and understand the properties of these magnetic structures, which are important for both basic research and applications.
Whirlpools are an everyday experience in a bath tub: When the water is drained a circular vortex is formed. Typically, such whirls are rather stable. Similar...
Physicists working with Roland Wester at the University of Innsbruck have investigated if and how chemical reactions can be influenced by targeted vibrational excitation of the reactants. They were able to demonstrate that excitation with a laser beam does not affect the efficiency of a chemical exchange reaction and that the excited molecular group acts only as a spectator in the reaction.
A frequently used reaction in organic chemistry is nucleophilic substitution. It plays, for example, an important role in in the synthesis of new chemical...
Optical spectroscopy allows investigating the energy structure and dynamic properties of complex quantum systems. Researchers from the University of Würzburg present two new approaches of coherent two-dimensional spectroscopy.
"Put an excitation into the system and observe how it evolves." According to physicist Professor Tobias Brixner, this is the credo of optical spectroscopy....
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