How Loyalty Program Schemes Activate Consumer’s Regulatory Focus: A Theoretical Investigation from Consumer Psychology

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date



Regulatory focus theory suggests that people’s regulatory orientation is a stable, accessible and chronic trait, but it is also considered as a situational state that can be temporally induced through externally priming. Literature shows marketing stimuli could function as situational cues, independently priming consumer’s regulatory focus. The current research provides theoretical evidences for four common schemes of loyalty program (elements of loyalty program design) as independent regulatory cues, activating consumers’ regulatory concerns. This research establishes a conceptual foundation for further exploring the effect of regulatory fit theory on loyalty program design.

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Digital Commons@Georgia Southern License

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