Paying with Money or Paying with Points: How Variable Versus Fixed Exchange Rates Influence Loyalty Point Redemption

Journal of Marketing Research · 2024 · Volume 61 · Issue 5

Abstract

Although research examining loyalty point redemption has focused almost exclusively on fixed exchange rates between points and money (e.g., 100 points = $1), variable exchange rates are observed frequently in practice (e.g., 100 points might equate to more or less than $1, depending on the monetary price and the required points for a flight redemption within the continental United States). Such variable rates are particularly common in loyalty programs in the hospitality industry. In this research, the authors show that the stability of the exchange rate—whether the exchange rate is fixed or variable across offers—systematically influences point redemption. Consumers are less likely to redeem loyalty points and instead spend money when they observe a variable exchange rate between money and points than when they observe a fixed exchange rate, even when the average value of points is the same. This effect is demonstrated in a series of studies across contexts, including an incentive-compatible retail loyalty program and a hotel loyalty program. The findings show that a variable point exchange rate induces more optimism than a fixed exchange rate, reducing point redemption. This effect is moderated by individual differences in optimism and by point expiration date. The authors conclude by discussing the implications for managers of loyalty programs and for consumers. Note This manuscript was submitted to JMR before Rebecca Hamilton’s appointment as Editor in Chief. The editor team that began the review process, Sachin Gupta and Vikas Mittal, finished the review process and final acceptance, per the AMA policy on submissions by journal editors.

Keywords

loyalty program, loyalty points, reward redemption, optimism, exchange rate

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