Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/17325
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dc.contributor.authorSharma, Dheeraj
dc.contributor.authorVarsha, Verma
dc.date.accessioned2016-01-10T06:04:28Z
dc.date.available2016-01-10T06:04:28Z
dc.date.copyright2014
dc.date.issued2014
dc.identifier.citationSharma, D., & Verma, V. (2014). Psychological and economic considerations of rewards programs. Journal of Retailing and Consumer Services, 21(6), 924-932.en_US
dc.identifier.issn0969-6989
dc.identifier.urihttp://hdl.handle.net/11718/17325
dc.description.abstractThis study uses primary research and examples from the industry to demonstrate the application of human motivation and behavior theory in designing successful rewards programs. We identify the intrinsic and extrinsic motivators of human behavior that a firm needs to be aware of while designing a successful rewards program. Analysis of data collected from 228 respondents supports the hypotheses establishing the relationship between the antecedents, namely, Goal Proximity, Reward Valence, Perceived Effort, and Customer Reactance, and Consumer Intention to enroll in a reward program. We also find that Reward Valence has the strongest positive effect and Perceived Effort has the strongest negative effect on Consumer Intention. This study offers both prescriptive and descriptive insights. The results of this study further our understanding of the reasons of the success of various rewards programs. Also, the results of this study can aid managers in developing successful rewards programs by striving for effort-reward incongruity to overcome consumer reactance in joining rewards programs.en_US
dc.language.isoenen_US
dc.publisherElsevieren_US
dc.subjectRewards programsen_US
dc.subjectCustomer Reactanceen_US
dc.subjectGoal-Gradient effecten_US
dc.titlePsychological and economic considerations of rewards programsen_US
dc.typeArticleen_US
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