More and more companies tend to give their most recent customers special treatment, thereby using it as a recruitment rather than a rewarding tool. Building on the concepts of legitimacy, reciprocity and inference, we show by means of a quantitative study (N = 301) and a qualitative study that this practice may result in resistance, with consumers either rejecting the brand or adopting opportunistic behavior. These findings enable us to make a series of recommendations for the better use of this CRM tool.
BoulaireC. (2003), Marketing relationnel: La carte d'anniversaire revisitée, Recherche et Applications en Marketing, 18, 1, 43–63.
2.
ButoriR. (2010), Pour une meilleure utilisation du traitement de faveur: Une approche individuelle, Recherche et Applications en Marketing, 25, 1, 33–57.
3.
CacioppoJ.T.PettyR.E. (1982), The need for cognition, Journal of Personality and Social Psychology, 42, 1, 116–131.
4.
CriéD. (2002), Rentabilité des programmes de fidélisation avec cartes dans la grande distribution, Revue Française du Marketing, 188, 3, 23–42.
5.
DeightonJ. (2000), Frequency programs in service industries, in SwartzT.A.IacobucciD. (eds.) Handbook of services and management, Sage Publications, 401–407.
6.
De WulfK.Odekerken-SchröderG.IacobucciD. (2001), Investments in consumer relationships: A cross-country and cross-industry exploration, Journal of Marketing, 65, 4, 33–50.
7.
DrèzeX.NunesJ.C. (2009), Feeling superior: The impact of loyalty program structure on consumers' perceptions of status, Journal of Consumer Research, 35, 4, 890–905.
8.
DukeL. (2002), Get real! Cultural relevance and resistance to the mediated feminine ideal, Psychology & Marketing, 19, 2, 211–233.
9.
FestingerL. (1954), A theory of social comparison processes, Human Relations, 7, 2, 117–140.
10.
FieldingN.G.LeeR.M. (1998), Computer analysis and qualitative research, London: Sage Publications.
11.
FournierS. (1998), Consumer resistance: Societal motivations, consumer manifestations, and implications in the marketing domain, in AlbaJ.W.HutchinsonJ.W. (eds.), Advances in Consumer Research, 25, Provo, Utah, Association for Consumer Research, 88–90.
12.
FriestadM.WrightP. (1994), The persuasion knowledge model: How people cope with persuasion attempts, Journal of Consumer Research, 21, 1, 1–31.
13.
GieslerM. (2006), Consumer gift systems, Journal of Consumer Research, 33, 2, 283–290.
14.
GodelierM. (1999), The enigma of the gift, Nora Scott, Chicago: University of Chicago Press.
15.
GouldnerA. (1960), The norm of reciprocity: A preliminary statement, American Sociological Review, 25, 2, 176–177.
16.
GwinnerK.P.GremlerD.D.BitnerM.J. (1998), Relational benefits in services industries: The customer's perspective, Journal of the Academy of Marketing Science, 26, 2, 101–114.
17.
JonesE.E.DavisK.E. (1965), From acts to dispositions: The attribution process in person perception, in BerkowitzL. (ed.), Advances in Experimental Social Psychology, 2, Orlando, FL: Academic Press.
18.
JoyA. (2001), Gift giving in Hong Kong and the continuum of social ties, Journal of Consumer Research, 28, 9, 239–256.
19.
JonesE.E.HarrisV.A. (1967), The attribution of attitudes, Journal of Experimental Social Psychology, 3, 1–24.
20.
KirmaniA.CampbellM.C. (2004), Goal seeker and persuasion sentry: How consumer targets respond to interpersonal marketing persuasion, Journal of Consumer Research, 31, 4, 573–582.
21.
KivetzR.SimonsonI. (2002), Earning the right to indulge: Effort as a determinant of customer preferences toward frequency program rewards, Journal of Marketing Research, 34, 5, 155–170.
22.
KivetzR.SimonsonI. (2003), The idiosyncratic fit heuristic: Effort advantage as a determinant of consumer response to loyalty programs, Journal of Marketing Research, 40, 4, 454–467.
23.
KozinetsR.V. (2002), Can consumers escape the market? Emancipatory illuminations from burning man, Journal of Consumer Research, 29, 5, 20–38.
24.
KuglerK.JonesW.H. (1992), On conceptualizing and assessing guilt, Journal of Personality and Social Psychology, 62, 2, 318–327.
25.
KumarV.ShahD. (2004), Building and sustaining profitable customer loyalty for the 21st century, Journal of Retailing, 80, 4, 317–330.
26.
LaceyR.SuhJ.MorganR.M. (2007), Differential effects of preferential treatment levels on relational outcomes, Journal of Service Research, 9, 3, 241–256.
27.
MarcouxJ.-S. (2009), Escaping the gift economy, Journal of Consumer Research, 36, 4, 671–685.
28.
MaussM. (1925), The gift: Forms and functions of exchange in archaic societies, New York, Norton.
29.
McCrackenG. (1988), The long interview, Newbury Park, CA, Sage.
30.
Meyer-WaardenL.BenaventC. (2009), Retail loyalty program effects: Self-selection or purchase behavior change?, Journal of the Academy of Marketing Science, 37, 3, 345–358.
31.
MilesM.B.HubermanM.A. (1994), Qualitative data analysis (2nd ed.), Thousand Oaks, Sage.
32.
MimouniA.VolleP. (2010), Perceived benefits of loyalty programs: Scale development and implications for relational strategies, Journal of Business Research, 63, 1, 32–37.
33.
Odekerken-SchröderG.de WulfK.SchumacherP. (2003), Strengthening outcomes of retailer-consumer relationships: The dual impact of relationship marketing tactics and consumer personality, Journal of Business Research, 56, 1, 177–190.
34.
PeñalozaL.PriceL. (1993), Consumer resistance: A conceptual overview, in McAlisterL.RothschildM. (eds.), Advances in Consumer Research, 20, Provo, Utah, Association for Consumer Research, 123–128.
35.
PezV. (2012), Comprendre les comportements de rejet de certains consommateurs face aux programmes de fidélité, Décisions Marketing, 68, 37–48.
36.
PointS.Voynnet-FourboulC. (2006), Le codage à visée théorique, Recherche et Applications en Marketing, 21, 4, 61–78.
37.
RoehmM.L.PullinsE.B.RoehmH.A.Jr. (2002), Designing loyalty-building programs for packaged goods brands, Journal of Marketing Research, 39, 5, 202–213.
38.
RouxD. (2007), La résistance du consommateur: Proposition d'un cadre d'analyse, Recherche et Applications en Marketing, 22, 4, 59–80.
39.
RouxD. (2008), Consumers faced with telephone selling: Metacognition, resistance and strategies, in LeeA.Y.SomanD. (eds.), Advances in Consumer Research, North American Conference Proceedings, 35, 1, 467–474.
40.
RumboJ.D. (2002), Consumer resistance in a world of advertising clutter: The case of Adbusters, Psychology & Marketing, 19, 2, 127–148.
StraussA.CorbinJ. (1998), Basics of qualitative research: Techniques and procedures for developing grounded theory, Thousand Oaks, Sage Publications.
43.
StrohmetzD.B.FisherR.RindB.LynnM. (2002), Sweetening the till: The use of candy to increase restaurant tipping, Journal of Applied Social Psychology, 32, 2, 300–309.
44.
SpiggleS. (1994), Analysis and interpretation of qualitative data in consumer research, Journal of Consumer Research, 21, 3, 491–503.
45.
ThompsonC.J.LocanderW.B.PollioH.R. (1989), Putting consumer experience back into consumer research: The philosophy and method of existential-phenomenology, Journal of Consumer Research, 16, 2, 133–147.
46.
WrightP. (2002), Marketplace metacognition and social intelligence, Journal of Consumer Research, 28, 4, 677–683.
