In his research, Sören Köcher provides valuable insights on the paradoxical effects of the magnitude of a loyalty program medium-i.e. the sheer number of points, miles, or stamps credited for every purchase and required for reward redemption-on the central consumer decisions in loyalty program...

Across a series of 10 laboratory and online studies, Allard, Hardisty, and Griffin (2019) demonstrated an increased preference for premium, higher-priced products over standard products when consumers were presented with the additional cost of the higher-priced option (i.e., differential price...