Loughborough University
Browse

File(s) under permanent embargo

Reason: This item is currently closed access.

Take it or leave it: using regulatory fit theory to understand reward redemption in channel reward programs

journal contribution
posted on 2015-03-26, 14:01 authored by Debbie Keeling, Ahmad Daryanto, Ko de Ruyter, Martin Wetzels
Channel Reward Programs (CRPs) facilitate relationship management within reseller networks in distribution channels, yet a persistent problem is that rewards are not seen as valuable, which can reduce program investment. By applying Regulatory Fit theory, to understand how to sustain goal orientation (promotion or prevention) and stimulate task engagement through a match with the manner of goal pursuit, this study demonstrates that the presentation style suppliers adopt influences resellers' perceptions of reward value and their rate of point redemption with respect to CRPs. Two field studies demonstrate the mechanisms driving this effect. First, fit effects result from the interaction between reward type and presentation format (i.e., verbal vs. numerical) and affect perceived reward values and investment decisions. Second, cognitive engagement and “feeling right” about reward redemption mediate the effects of fit on investment opportunity evaluations. In turn, the findings demonstrate that CRP efficacy can be enhanced by stimulating regulatory orientations that match the presentation formats of the reward and that the dual affective–cognitive processes affect probabilistic judgments of rewards. This additional mechanism can further stimulate resellers' engagement with and investment in CRPs within complex decision-making contexts.

History

School

  • Business and Economics

Department

  • Business

Published in

INDUSTRIAL MARKETING MANAGEMENT

Volume

42

Issue

8

Pages

1345 - 1356 (12)

Citation

KEELING, D.I. ... et al., 2013. Take it or leave it: Using regulatory fit theory to understand reward redemption in channel reward programs. Industrial Marketing Management, 42 (8), pp. 1345 - 1356.

Publisher

© Elsevier Inc.

Version

  • VoR (Version of Record)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Publication date

2013

Notes

Closed access

ISSN

0019-8501

Language

  • en