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Lucky Loyalty: The Effect of Consumer Effort on Predictions of Randomly Determined Marketing Outcomes

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  • Rebecca Walker Reczek
  • Kelly L. Haws
  • Christopher A. Summers

Abstract

This research explores how loyal customers, those who have invested relatively high amounts of effort with a firm in the form of past purchases, respond to randomly determined marketing outcomes (e.g., winning a prize in a random drawing). Across five studies, participants exhibit a "lucky loyalty" effect, in which they believe that greater effort (e.g., dollars spent at a retailer or number of nights stayed at a hotel) results in greater likelihood of obtaining randomly determined promotional outcomes. Loyal customers report these higher subjective likelihoods for randomly determined outcomes because they feel they deserve special treatment from the firm. Theoretically, this work demonstrates that individuals appear to believe that they can earn "unearnable" outcomes through effort, even when the effort and outcome are unrelated. Boundary conditions for the lucky loyalty effect are presented, and the implications of the findings are discussed along with opportunities for future research.

Suggested Citation

  • Rebecca Walker Reczek & Kelly L. Haws & Christopher A. Summers, 2014. "Lucky Loyalty: The Effect of Consumer Effort on Predictions of Randomly Determined Marketing Outcomes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1065-1077.
    • Handle: RePEc:oup:jconrs:v:41:y:2014:i:4:p:1065-1077.
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    File URL: http://hdl.handle.net/10.1086/678052
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    Citations

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    Cited by:

    1. Xiaohua Zhao & Yuhuang Zheng & Fang Wan, 2020. "Unrelated efforts trigger wishful winning? The impact of extraneous efforts on judgments of winning probability among Chinese consumers," Asian Business & Management, Palgrave Macmillan, vol. 19(5), pages 560-581, November.
    2. Xiaohua Zhao & Yuhuang Zheng & Fang Wan, 0. "Unrelated efforts trigger wishful winning? The impact of extraneous efforts on judgments of winning probability among Chinese consumers," Asian Business & Management, Palgrave Macmillan, vol. 0, pages 1-22.
    3. Tami Kim & Lalin Anik & Luca Cian, 2021. "Feedback as a two-way street: when and why rating consumers fails," Marketing Letters, Springer, vol. 32(4), pages 351-362, December.
    4. Griep, Yannick & Kraak, Johannes M. & Fenneman, Jesse & Jiménez, Alfredo & Lub, Xander D., 2023. "You scratch my back, I’ll scratch yours: Unethical pro-organizational behavior and deviance in response to different psychological contract states," Journal of Business Research, Elsevier, vol. 156(C).
    5. Yoo, Jungmin & Park, Minjung, 2016. "The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5775-5784.
    6. Xueming Luo & Xianghua Lu & Jing Li, 2019. "When and How to Leverage E-commerce Cart Targeting: The Relative and Moderated Effects of Scarcity and Price Incentives with a Two-Stage Field Experiment and Causal Forest Optimization," Information Systems Research, INFORMS, vol. 30(4), pages 1203-1227, December.
    7. Jisu J. Kim & Lena Steinhoff & Robert W. Palmatier, 2021. "An emerging theory of loyalty program dynamics," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 71-95, January.
    8. Kirk, Colleen P. & Peck, Joann & Hart, Claire M. & Sedikides, Constantine, 2022. "Just my luck: Narcissistic admiration and rivalry differentially predict word of mouth about promotional games," Journal of Business Research, Elsevier, vol. 150(C), pages 374-388.
    9. Sarofim, Samer & Chatterjee, Promothesh & Rose, Randall, 2020. "When store credit cards hurt retailers: The differential effect of paying credit card dues on consumers' purchasing behavior," Journal of Business Research, Elsevier, vol. 107(C), pages 290-301.
    10. Li, Yi & Fumagalli, Elena, 2022. "Spoiled Rotten: How and When Discontinuation of Repetitive and Regular Delight Offers Increases Customer Desire for Revenge," Journal of Retailing, Elsevier, vol. 98(3), pages 412-431.
    11. Mohammed Nadeem, 2015. "Customer Loyalty At Any Cost: Why Is Social Media Poorly Integrated With Marketing Strategy?," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(2), pages 78-96, February.

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