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When Do Rewards Have Enhancement Effects? An Availability Valence Approach

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Zeitschriftentitel: Journal of Consumer Psychology
Personen und Körperschaften: Tietje, Brian C.
In: Journal of Consumer Psychology, 12, 2002, 4, S. 363-373
Format: E-Article
Sprache: Englisch
veröffentlicht:
Wiley
Schlagwörter:
Marketing
Applied Psychology
author_facet Tietje, Brian C.
Tietje, Brian C.
author Tietje, Brian C.
spellingShingle Tietje, Brian C.
Journal of Consumer Psychology
When Do Rewards Have Enhancement Effects? An Availability Valence Approach
Marketing
Applied Psychology
author_sort tietje, brian c.
spelling Tietje, Brian C. 1057-7408 1532-7663 Wiley Marketing Applied Psychology http://dx.doi.org/10.1016/s1057-7408(16)30087-0 <jats:p>It is commonly argued that although rewards induce behaviors, they undermine attitudes and motivation for subsequent action. This perspective has been applied in a consumer setting to suggest that sales promotions such as coupons will undermine consumer brand evaluations and brand loyalty. Instead of focusing on the undermining effects of promotional rewards, this research applies the availability valence hypothesis (Tybout, Sternthal, &amp; Calder, 1983) to predict and explain when rewards will enhance recipient response. Two experiments demonstrate that an immediate reward from a product‐related source enhances product evaluations by making favorable information more accessible than unfavorable information. Promotions enhance the relative accessibility of favorable information when their benefits are directly experienced and the salience of the promotion's task‐contingency is diminished by maximizing consumer behavioral freedom.</jats:p> When Do Rewards Have Enhancement Effects? An Availability Valence Approach Journal of Consumer Psychology
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title When Do Rewards Have Enhancement Effects? An Availability Valence Approach
title_unstemmed When Do Rewards Have Enhancement Effects? An Availability Valence Approach
title_full When Do Rewards Have Enhancement Effects? An Availability Valence Approach
title_fullStr When Do Rewards Have Enhancement Effects? An Availability Valence Approach
title_full_unstemmed When Do Rewards Have Enhancement Effects? An Availability Valence Approach
title_short When Do Rewards Have Enhancement Effects? An Availability Valence Approach
title_sort when do rewards have enhancement effects? an availability valence approach
topic Marketing
Applied Psychology
url http://dx.doi.org/10.1016/s1057-7408(16)30087-0
publishDate 2002
physical 363-373
description <jats:p>It is commonly argued that although rewards induce behaviors, they undermine attitudes and motivation for subsequent action. This perspective has been applied in a consumer setting to suggest that sales promotions such as coupons will undermine consumer brand evaluations and brand loyalty. Instead of focusing on the undermining effects of promotional rewards, this research applies the availability valence hypothesis (Tybout, Sternthal, &amp; Calder, 1983) to predict and explain when rewards will enhance recipient response. Two experiments demonstrate that an immediate reward from a product‐related source enhances product evaluations by making favorable information more accessible than unfavorable information. Promotions enhance the relative accessibility of favorable information when their benefits are directly experienced and the salience of the promotion's task‐contingency is diminished by maximizing consumer behavioral freedom.</jats:p>
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description <jats:p>It is commonly argued that although rewards induce behaviors, they undermine attitudes and motivation for subsequent action. This perspective has been applied in a consumer setting to suggest that sales promotions such as coupons will undermine consumer brand evaluations and brand loyalty. Instead of focusing on the undermining effects of promotional rewards, this research applies the availability valence hypothesis (Tybout, Sternthal, &amp; Calder, 1983) to predict and explain when rewards will enhance recipient response. Two experiments demonstrate that an immediate reward from a product‐related source enhances product evaluations by making favorable information more accessible than unfavorable information. Promotions enhance the relative accessibility of favorable information when their benefits are directly experienced and the salience of the promotion's task‐contingency is diminished by maximizing consumer behavioral freedom.</jats:p>
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spelling Tietje, Brian C. 1057-7408 1532-7663 Wiley Marketing Applied Psychology http://dx.doi.org/10.1016/s1057-7408(16)30087-0 <jats:p>It is commonly argued that although rewards induce behaviors, they undermine attitudes and motivation for subsequent action. This perspective has been applied in a consumer setting to suggest that sales promotions such as coupons will undermine consumer brand evaluations and brand loyalty. Instead of focusing on the undermining effects of promotional rewards, this research applies the availability valence hypothesis (Tybout, Sternthal, &amp; Calder, 1983) to predict and explain when rewards will enhance recipient response. Two experiments demonstrate that an immediate reward from a product‐related source enhances product evaluations by making favorable information more accessible than unfavorable information. Promotions enhance the relative accessibility of favorable information when their benefits are directly experienced and the salience of the promotion's task‐contingency is diminished by maximizing consumer behavioral freedom.</jats:p> When Do Rewards Have Enhancement Effects? An Availability Valence Approach Journal of Consumer Psychology
spellingShingle Tietje, Brian C., Journal of Consumer Psychology, When Do Rewards Have Enhancement Effects? An Availability Valence Approach, Marketing, Applied Psychology
title When Do Rewards Have Enhancement Effects? An Availability Valence Approach
title_full When Do Rewards Have Enhancement Effects? An Availability Valence Approach
title_fullStr When Do Rewards Have Enhancement Effects? An Availability Valence Approach
title_full_unstemmed When Do Rewards Have Enhancement Effects? An Availability Valence Approach
title_short When Do Rewards Have Enhancement Effects? An Availability Valence Approach
title_sort when do rewards have enhancement effects? an availability valence approach
title_unstemmed When Do Rewards Have Enhancement Effects? An Availability Valence Approach
topic Marketing, Applied Psychology
url http://dx.doi.org/10.1016/s1057-7408(16)30087-0