Freddy Lim

INSEAD - Decision Sciences

1 Ayer Rajah Avenue

Singapore, 138676

Singapore

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Loyalty Currency and Mental Accounting: Do Consumers Treat Points Like Money?

Number of pages: 35 Posted: 14 Dec 2021
Freddy Lim, So Yeon Chun and Ville Satopää
INSEAD - Decision Sciences, INSEAD - Technology and Operations Management and INSEAD - Technology and Operations Management
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Abstract:

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payment choice, pricing in money or points, mental accounting, the reference effect, point currency, loyalty program