The effect of smart shopper self-perceptions on word-of-mouth behaviors in the loyalty reward program context

Abstract

Loyalty reward members who redeem their reward points for materials/experiences may perceive themselves as “smart shoppers.” The purpose of this study is to illustrate the effect of smart shopper self-perceptions on word-of-mouth behaviors and to demonstrate emotional attachment as the mechanism underpinning such an effect. Study 1 used a recall-based survey and showed that smart shopper self-perceptions are positively associated with emotional attachment to redeemed products. Using cross-country data, Study 2 utilized a scenario-based experiment and showed that the effect of smart shopper self-perceptions on emotional attachment is greater with experiential (vs. material) products. Using a recall-based survey, Study 3 revealed that emotional attachment mediates the effect of smart shopper self-perceptions on word-of-mouth behaviors. Given the prevalence of redeeming experiential products, such as hotel stay and air travel, social media managers may need to monitor online platforms where loyalty reward program members post reviews about their redemption experiences (e.g., the Points Guy).