En dépit des effets vertueux de la pression exercée par les programmes de fidélité sur le comportement des clients (augmentation du niveau ou de la fréquence de consommation), la pression ressentie par les consommateurs peut aussi avoir des conséquences négatives sur leur bien-être psychologique. A travers trois études (N=461), nous montrons que la pression perçue peut être source de regret post-achat, d’inconfort dans la relation et de mal-être, et ce, d’autant plus que la valeur perçue du programme est élevée. Trois caractéristiques des programmes susceptibles de générer le plus de pression sont testées : le délai d’expiration des points, le seuil de points à atteindre et la menace de perdre son statut. Seule la perte de statut semble avoir une influence positive sur la pression perçue. Au final, cette recherche milite en faveur d’une évaluation à la fois quantitative et qualitative des programmes, à travers la surveillance du bien-être des clients.
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