Document Type
Conference Proceeding
Publication Date
Spring 2023
Abstract
A newer development in rewards programs allows consumers to donate points rather than personally receive benefits. Research on the topic is virtually absent and represents a significant opportunity for worthy causes to receive new streams of financial support. Reward programs are uniquely characterized by hierarchical or “tiered” consumer status. Social dominance orientation represents the degree to which consumers support status inequities and is highly relevant in a reward context. This individual difference characteristic is studied to gain insight into which consumers are willing to donate earned rewards and why. Implications for understanding consumer decision making and encouraging charitable giving are discussed.
Recommended Citation
Slay, C. R. and Howie, K. (2023). But this rewards me! An examination of consumer status and social dominance orientation in the donation of reward points. Association of Marketing Theory and Practice Proceedings 2023. 7. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2023/7
