The paradox of points [electronic resource] : theoretical foundation and empirical evidence of medium magnitude effects in loyalty programs / Sören Köcher ; with a foreword by Hartmut H. Holzmüller.

Foreword; Acknowledgements; Table of Contents; List of Figures; List of Tables; A Introduction; 1 Motivation and Purpose; 2 Structure of the Thesis; B Conceptual Basis and Literature Review; 1 Loyalty Programs; 1.1 Definition; 1.2 Key Elements of Loyalty Programs; 2 Consumer Decision Fields in a Loyalty Program Membership; 2.1 Participation Decisions; 2.2 Redemption Decisions; 2.3 Purchase Decisions; 2.4 Reward Decisions; 2.5 Synthesis; 3 Medium Magnitude Effects; 3.1 Definition; 3.2 Related Phenomena ; C Theoretical Background and Hypotheses Development; 1 Theoretical Background

1.1 Theory of Rational Choice1.2 Descriptive Theories of Choice; 2 Hypotheses Development; 2.1 The Impact of Medium Magnitude on Participation and Redemption Decisions; 2.2 The Impact of Medium Magnitude on Purchase and Reward Decisions; 2.3 Empirical Approach; D Empirical Examination of Medium Magnitude Effects; 1 The Impact of Medium Magnitude on Participation Decisions; 1.1 Study 1; 1.2 Study 2; 1.3 Study 3 ; 1.4 Discussion; 2 The Impact of Medium Magnitude on Redemption Decisions; 2.1 Study 4; 2.2 Study 5 ; 2.3 Study 6 ; 2.4 Discussion

3 The Impact of Medium Magnitude on Purchase Decisions3.1 Study 7 ; 3.2 Study 8 ; 3.3 Study 9 ; 3.4 Discussion; 4 The Impact of Medium Magnitude on Reward Decisions; 4.1 Study 10 ; 4.2 Study 11; 4.3 Study 12 ; 4.4 Discussion; E Conclusions; 1 Summary of Findings; 2 Theoretical Implications; 3 Managerial Implications; 3.1 Influencing Participation and Redemption Decisions; 3.2 Influencing Purchase and Reward Decisions; 3.3 Additional Fields of Application; 4 Limitations and Future Research Directions; References; Cited Websites