Purpose A fundamental aspect of hierarchical loyalty programs is that some consumers get rewards that others do not. Despite the widespread use of such programs, academics have long debated whether these benefits are outweighed by the potential negative impact of the differential treatment of...

Purpose: When consumers imagine themselves in various consumption scenarios, they can do so from the actor or the observer perspective. These different vantage points are known as imagery perspectives. This paper aims to investigate how imagery perspectives can influence consumers’ decisions...