Association of Marketing Theory and Practice Proceedings 2011


Retailer Loyalty Cards in Retailing: An Exploratory Look at Consumers’ Attitudes

Document Type

Conference Proceeding

Conference Track

Sales Promotion/ Retailing

Publication Date



The objective of this exploratory study is to begin to examine the attitudes of consumers toward loyalty cards and their concern over privacy issues. The findings suggest that consumers’ concerns about privacy issues associated with involvement in loyalty-card programs may be unrelated to their attitudes towards involvement in loyalty-card programs. Furthermore, age and gender effects were observed, but only for attitudes toward involvement in loyalty-card programs. Finally, no relationships were observed between the relative attractiveness of loyalty-card programs offering different benefit sets and attitudes toward involvement in loyalty-card programs. Conclusions are drawn.

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Digital Commons@Georgia Southern License

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