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When Do Rewards Have Enhancement Effects? An Availability Valence Approach
Author(s) -
Tietje Brian C.
Publication year - 2002
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/s1057-7408(16)30087-0
Subject(s) - salience (neuroscience) , valence (chemistry) , contingency , loyalty , brand loyalty , psychology , marketing , promotion (chess) , product (mathematics) , construal level theory , perspective (graphical) , consumer behaviour , advertising , social psychology , business , cognitive psychology , computer science , linguistics , philosophy , physics , geometry , mathematics , quantum mechanics , artificial intelligence , politics , political science , law
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, & 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.