If a rewards program changes in any way, customers may actually stop the shopping behavior.
They may think, “I was shopping to get rewards. Now the rewards are not the same. So, why should I continue to shop there? I think I’ll go somewhere else.”
You may be asking yourself, “Can this really happen to my customers?” Based on our conversations with consumers, we have seen the evidence. Read more below, in part two of the three-part series.
Part 2: The Overjustification Effect in Context&mdash....