Review of the theoretical underpinnings of loyalty programs

A review of the extant literature reveals that the theoretical underpinnings of the majority of loyalty program research rest on psychological mechanisms from three specific domains—status, habit, and relational. We propose that to understand how loyalty programs actually work, a broader, more holistic research perspective is needed to account for the simultaneous effects across these three theoretical domains as well as both cross-customer and temporal effects. The contribution of this approach is a fresh research agenda advanced in 15 research propositions.     

Regulatory Focus and Political Decision Making: When People Favor Reform Over the Status Quo

Two studies examined the impact of self‐reported use of promotion‐related (i.e., eagerness) and prevention‐related (i.e., vigilance) strategies when making “risky” or “conservative” decisions about economic reform under good, average, or poor economic conditions. Consistent with regulatory focus theory ( Higgins, 1997, 1998, 2000 ), in both studies strategic vigilance was associated with making a conservative choice, whereas strategic eagerness was associated with making a risky choice. In addition, along with perceptions of economic conditions, chronic strength of prevention focus (Study 1) or situationally induced prevention focus (Study 2) was associated with using strategic vigilance, whereas chronic strength of promotion focus (Study 1) or situationally induced promotion focus (Study 2) was associated with using strategic eagerness. Finally, regulatory focus and economic perceptions indirectly predicted economic reform decisions through their impact on strategy use. Our studies are the first to demonstrate that vigilant or eager strategy use is associated with “conservative” or “risky” political decisions.     

The association between low socioeconomic status and depressive symptoms depends on temperament and personality traits

Socioeconomic status and personality traits are known to be associated with depression risk. We examined whether temperament and personality traits modified the association between socioeconomic status and depressive symptoms. The participants were 2678 individuals from the Cardiovascular Risk in Young Finns study, aged 18-49 during the three study waves in 1997, 2001, and 2007 included in the present study. Temperament was assessed with the Temperament and Character Inventory, personality with the Five Factor Model, and depressive symptoms with a modified version of Beck’s Depression Inventory. Education, occupational status, and income level were used as indicators of socioeconomic status. Results of multilevel linear regression analysis indicated that low occupational status and income were associated with high depressive symptoms particularly in individuals with high neuroticism or harm avoidance, and with low extraversion or reward dependence. High persistence also strengthened the negative association between income and depressive symptoms, but this interaction effect was not observed with conscientiousness. The mental health risks of low socioeconomic status may therefore be most potent among individuals who are sensitive to negative and threatening stimuli.     

Sexual arousal and the pursuit of attractive mating opportunities

From an evolutionary perspective, sexual arousal may function, in part, to motivate the pursuit of attractive mating opportunities. We designed a study to test three aspects of this hypothesis. Several hundred heterosexual men and women completed a short survey about sexual arousal in response to a casual sex mating opportunity. We replicated previous research documenting that men report greater sexual arousal than women in response to a short-term mating opportunity. We argue that it is unlikely that a “downplaying of alternatives” psychology evolved, whereby mated individuals rate opposite-sex targets as less attractive than do unmated individuals, but instead that men and women have a relationship-seeking psychology, motivating them to pursue attractive mating opportunities. The results supported this relationship-seeking psychology rather than a downplaying alternatives psychology. Discussion addresses directions for future research on the motivational properties of sexual arousal.     

Sex drive, attachment style, relationship status and previous infidelity as predictors of sex differences in romantic jealousy

Recent research examining sex differences in jealousy suggests that more men than women tend to be distressed by sexual infidelity, and that more women than men tend to be distressed by emotional infidelity. The primary explanation for these findings is that evolution has shaped men’s and women’s responses to enhance their chances of reproductive success. However, within-sex differences are also found in terms of relative level of distress at sexual or emotional infidelity. This study examined the effect of alternative variables, particularly those associated with attachment and sexual motivations, on both between- and within-sex differences in relative distress at sexual and emotional infidelity. A community sample of 437 adults provided data using a self-report questionnaire. The results showed that sex drive was a significant predictor of distress at jealousy for both men and women, while attachment avoidance and previously being the victim of a sexual infidelity were significant predictors for men only, and relationship status was a significant predictor for women only. Overall, these findings support the evolutionary model of jealousy, and suggest that sex-specific evolved psychological mechanisms underpinning jealousy are influenced by attachment and sexual motivations.     

Demonstrating knowledge: The effects of group status on outgroup helping

We examined, in two experiments, the notion that members of low status groups, more than members of high status groups, use outgroup helping as a strategic tool to demonstrate their group's knowledge and boost its reputation. In Study 1 (N = 103), we compared outgroup helping in response to requests for help with offering help. As predicted, participants' knowledge was positively related to outgroup helping in response to requests, but only among members of low status groups. Knowledge also predicted the offering of help among members of high status groups. The second study (N = 75) replicated the findings from the requested help condition and showed that the effect disappeared in a condition in which help could not reflect ingroup knowledge. Additional data support a conclusion in terms of a collective strategy to boost the ingroup's reputation by demonstrating ingroup knowledge to the outgroup. The implications for promoting outgroup helping in a salient intergroup context are discussed.     

The limits of love: Predicting immediate versus sustained caring behaviors in close relationships

Do the same kinds of processes predict spontaneous acts of kindness and long-term caring behavior in relationships? Three studies examined predictors of immediate behaviors versus delayed, sustained behaviors. Positive feelings toward the relationship partner predicted pro-relational behaviors when the behaviors could be completed in an immediate and fairly short timespan, but not when the behaviors required performance after several days delay (Study 1) or when the behavior required continued self-regulation over a period of a week (Studies 2 and 3). Sustained behavior regulation was better predicted by factors related to self-regulation strength, such as trait conscientiousness, than it was by positive relationship feelings. However, when feelings were primed daily, the feelings-behavior link remained strong for sustained behaviors (Study 3). Together, these studies suggest that immediate pro-relational behaviors are more likely to be acts of the heart, whereas delayed, sustained pro-relational behaviors are more likely to be acts of will.     

Positive illusions about a partner’s personality and relationship quality

Previous studies have shown individuals to hold positive biases about their relationships. The present study examined positive illusions about a partner’s specific personality characteristics in relation to relationship quality and personality. Both partners of 120 heterosexual couples participated in the present study, making it possible to examine both partner and actor effects. Results showed that although, in general, individuals did not hold positive illusions about a partner’s specific personality characteristics, positive illusions were positively related to relationship quality. In addition, interesting relations emerged between positive illusions about a partner’s personality and both individuals’ personality and marital duration.     

The Mentoring Relationship Challenges Scale: The impact of mentoring stage, type, and gender

The current study investigated the role of relational challenges as reported by 309 protégés in various stages and types of mentoring relationships. The Mentoring Relationship Challenges Scale (MRCS) was newly constructed using the results of an earlier qualitative study (Ensher & Murphy, 2005). The scale measured three factors of relational challenges which were: Demonstrating Commitment and Resilience, Measuring Up to a Mentor's Standards, and Career Goal and Risk Orientation. The results demonstrated that with respect to mentoring stages, those protégés in the beginning stages of their relationships reported experiencing significantly fewer challenges related to Demonstrating Commitment and Resilience than those in the mature or ending stages of the relationship. Also, it was found that the type of mentoring relationship (traditional, step-ahead, or peer) affected the prevalence of the three types of challenges. Protégés in peer relationships reported significantly fewer of all three types of challenges than those in step-ahead or traditional relationships. However, contrary to predictions, there were no significant differences found between those in informal versus those in formal mentoring relationships. As expected, protégé and mentor gender interacted significantly. Female protégés reported experiencing significantly fewer challenges related to the factor of Measuring Up to a Mentor's Standards, than did male protégés. Also, female protégés reported experiencing a significantly higher degree of relational challenges related to Career Goal and Risk Orientation from their male mentors than from their female mentors. Finally, after controlling for perceptions of career and psychosocial support for protégés in traditional mentoring relationships, two of the three relational challenges factors remained significant and explained a significant amount of variance in overall satisfaction with the mentoring relationship. This suggests that relational challenges, at least for traditional mentoring relationships, serve as an important mechanism to impact overall relationship satisfaction.     

Automatic and controlled cognitive responses to intergroup threat as assessed using the process dissociation procedure: a study of a low-status group from China

Xiang, L. & Zhao, Y. (2012). Automatic and controlled cognitive responses to intergroup threat as assessed using the process dissociation procedure: A study of a low-status group from China. Scandinavian Journal of Psychology 53, 280-285. Explicit and implicit methods are typically employed to investigate the respective controlled and automatic cognitive responses to intergroup threat. However, these may not be "process pure" measures of automatic or controlled responses. The present study used the process dissociation procedure to investigate the relative contributions of automatic and controlled cognitive responses to intergroup threat. Following exposure to a threat/no threat manipulation, fifty Chinese rural undergraduates who were regarded as low-status group members completed a recognition memory task, in which they were asked to identify all or select "old" (previously presented) trait words relating to an urban outgroup. The results showed that compared to the non-threat group, when rural members perceived threat from an urban group, their automatic response was a decrease in favoritism for this outgroup, but was not derogative, whereas the controlled response was neither positive nor negative. These findings are inconsistent with previous research using explicit and implicit methods. The reasons for this discrepancy are discussed.