Multi-tier Loyalty Programs to Stimulate Customer Engagement

Customers differ in their purchase behavior, profitability, attitude toward the firm, and so on. These differences between customers have led to numerous firms introducing multi-tier loyalty programs. A multi-tier loyalty program explicitly distinguishes between customers by means of hierarchical tiers (e.g. Silver, Gold, Platinum) and assigns customers to different tiers based on their past purchase behavior. Next, customers in different tiers are provided varying levels of tangible rewards and intangible benefits, which are potentially powerful instruments to stimulate customer engagement. In this chapter, we focus on the design and effectiveness of such multi-tier loyalty programs. Building on loyalty program and customer prioritization research, we discuss whether, why, and how multi-tier loyalty programs are effective (or not) in influencing customer behavior, thereby enhancing customer engagement and financial performance

Later life sex and Rubin’s ‘Charmed Circle'

Gayle Rubin’s now classic concept of the ‘charmed circle’ has been much used by scholars of sexuality to discuss the ways in which some types of sex are privileged over others. In this paper, I apply the concept of the charmed circle to a new topic– later life – in order both to add to theory about later life sex and to add an older-age lens to thinking about sex hierarchies. Traditional discursive resources around older people’s sexual activities, which treat older people’s sex as inherently beyond the charmed circle, now coexist with new imperatives for older people to remain sexually active as part of a wider project of ‘successful’ or ‘active’ ageing. Drawing on the now-substantial academic literature about later life sex, I discuss some of the ways in which redrawing the charmed circle to include some older people’s sex may paradoxically entail the use of technologies beyond the charmed circle of ‘good, normal, natural, blessed’ sex. Sex in later life also generates some noteworthy inversions in which types of sex are privileged and which treated as less desirable, in relation to marriage and procreation. Ageing may, furthermore, make available new possibilities to redefine what constitutes ‘good’ sex and to refuse compulsory sexuality altogether, without encountering stigma

Regional differences in portion size consumption behaviour: Insights for the global food industry

Abstract: Given the influence of globalization on consumer food behaviour across the world, the purpose of this paper is to contribute to the theoretical discourse around food portion size as a global consumption-related symbol and its underlying socio-economic drivers for food industry strategy. Overall, 25,000 global food consumers were surveyed across 24 countries to elicit insight on portion size consumption behaviour as well as consumer perception on eating and drinking small portion size within selected socio-economic classes. The data was quantitatively analysed to answer the pertinent research objectives. In 20 out of the 24 global markets surveyed, large food portion size was statistically established as a prevalent consumption-related symbol. The paper found that there are regional differences in portion size food consumption behaviour, and further disparities exist across age, gender and income status in 24 countries covering all regions, including Australia, China, Mexico, South Africa, United Kingdom and United States of America. The outlined food industry implications reveal that adaptation and standardisation strategies are still relevant in global food and nutrition strategy as revealed by the variations in the preference for food portion sizes across various countries of the world

Who Deserves Faulty Products? How Blaming the Victim Prevents Consumer Punitive Action

A core requirement of a functioning free‐market system is that consumers hold companies accountable for selling faulty products. Following a harmful product failure, any blame that is incorrectly directed toward the victim may threaten consumer well‐being. Four experiments—in contexts of both fictitious and actual high‐profile product failures—show that this may in fact occur. The findings show that for a victim possessing immoral character: (a) consumers exaggerate blame because, (b) the victim is seen as deserving of suffering in general and, as a result, (c) consumers are less likely to take punitive action against the company (e.g., petition signing, negative word of mouth, and supporting financial justice). One field experiment and three online experiments converge to show that morality\u27s effects are unique from other traits (e.g., sociability), but may be attenuated based on severity of harm to the victim and consumers’ own beliefs about justice. In sum, the current research furthers understanding of how and why victims are blamed, how doing so may threaten consumer and societal well‐being, and how it might be prevented

Health Disparities in Awareness of Physical Activity and Cancer Prevention: Findings from the National Cancer Institute's 2007 Health Information National Trends Survey (HINTS)

This national study examines differences between racial/ethnic groups on awareness of physical activity and reduced cancer risk and explores correlates of awareness including trust, demographic, and health characteristics within racial/ethnic groups. The 2007 Health Information and National Trends Survey (HINTS) provided data for this study. After exclusions, 6,809 adults were included in analyses. Awareness of physical activity in reduced cancer risk was the main outcome. Logistic regression models tested relationships. Non-Hispanic Blacks had a 0.71 (0.54,0.93) lower odds of being aware of physical activity in reduced cancer risk than non-Hispanic Whites. Current attempts to lose weight were associated with greater odds for awareness among non-Hispanic Blacks and Hispanics (p < .01). Among non-Hispanic Blacks, trust in traditional and Internet media was associated with greater odds of awareness (p < .01). This study is the first national study to examine racial/ethnic disparities in awareness of physical activity and cancer risk. Comparisons between racial/ethnic groups found Black-White disparities in awareness. Variables associated with awareness within racial/ethnic groups identify potential subgroups to whom communication efforts to promote awareness may be targeted