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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 WetzelsChannel 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 MANAGEMENTVolume
42Issue
8Pages
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
2013Notes
Closed accessISSN
0019-8501Publisher version
Language
- en