Effects of belief in luck on the attractiveness of loyalty programmes |
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| Authors: | Wagner Junior Ladeira Fernando De Oliveira Santini Claudio Hoffmann Sampaio Juan Pablo Boeira |
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| Affiliation: | 1. PPGA, Universidade do Vale do Rio dos Sinos, Sao Leopoldo, RS, Brazil;2. Programa de Pós‐Gradua??o em Administra??o, Universidade do Vale do Rio dos Sinos, Sao Leopoldo, RS, Brazil;3. PPGAPontifícia Universidade Católica do Rio Grande do Sul (PUC/RS) |
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| Abstract: | The aim of this article is to demonstrate that the perception of belief in luck affects loyalty programmes, causing people making cognitive (affective) choices to feel more (less) attracted. To validate our hypotheses, we conducted 3 related experiments (2 laboratory tests and 1 in the field). We found that the perception of belief in luck (bad or good) affects the relationship between loyalty programmes and attractiveness (Study 1). We study this effect considering the mechanisms of points‐pressure and rewarded behaviour. Thereafter, we established that cognitive (affective) decisions promoted an increase (decrease) in attractiveness when consumers were exposed to continuous loyalty programmes because their belief in luck was lower (Studies 2 and 3). We believe that these changes occur because the consumer's belief in luck masks the uncertainty in the decision‐making process. |
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