Drèze, Xavier; Nunes, Joseph C. - In: Journal of Consumer Research 35 (2009) 6, pp. 890-905
We study status as it pertains to loyalty programs, investigating the impact of the number and size of tiers on consumers' perceptions of status. We find that increasing the number of elites in the top tier dilutes perceptions of status, while adding a subordinate tier enhances status. Tiers...