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How Low Conditional vs. High Conditional Rewards Influence Consumer-Brand Connection

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While developing and maintaining a connection between a brand and a customer has always been in the forefront of marketers' agendas, it has become an even more pressing goal as digital trends in marketing surface. Although the idea of using

While developing and maintaining a connection between a brand and a customer has always been in the forefront of marketers' agendas, it has become an even more pressing goal as digital trends in marketing surface. Although the idea of using rewards to foster consumer-brand connection has been around for decades, marketers are still struggling to optimize the benefits. How can marketers use rewards to better connect with their customers? Are there certain types of rewards that are more effective than others? Are certain rewards more effective when being implemented under brands of a certain personality type? In a society that values connection and relationship, marketers cannot lose their ability to appreciate customers under digital constraints and to marketplace competition. Through a field study and scenario-based experiment, we explore how and why low conditional vs. high conditional rewards influence consumer-brand connection and the role brand personality plays.

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2018-05

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Green Gamers

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Obesity rates among adults have steadily grown in recent decades all the way up to 42.4% in 2018. This is a 12% increase from the turn of the century (Center for Disease Control and Prevention, 2021). A major reason

Obesity rates among adults have steadily grown in recent decades all the way up to 42.4% in 2018. This is a 12% increase from the turn of the century (Center for Disease Control and Prevention, 2021). A major reason for this rise is increased consumption of processed, high-calorie foods. People eat these foods at a young age and develop bad eating habits that can last for the rest of their lives. It is essential to intervene early and help adolescents form balanced, healthy eating habits before bad habits are already formed. Our solution to this problem is Green Gamers. Green Gamers combines adolescent’s passion for gaming with healthy eating via in-game rewards for healthy eating. People will be able to purchase healthy food items, such as a bag of carrots, and on the packaging there will be a QR code. They will then be able to scan the code on our website, and earn points which will unlock in-game items and other rewards. Video game rewards act as effective motivators for you people to eat more healthy foods. After the solution was formulated, a preliminary survey was conducted to confirm that video game related rewards would inspire children to eat more healthy foods. Based on those results, we are currently in the process of running a secondary market research campaign to learn if gift card rewards are a stronger motivator. Our end goal for Green Gamers would be to partner with large gaming studios and food producers. This would allow us access to many gaming franchises, so that rewards are available from a wide variety of games: making the platform appealing to a diverse audience of gamers. Similarly, a relationship with large food producers would give us the ability to place QR codes on a greater assortment of healthy food items. Although no relationships with large companies have been forged yet, we plan to utilize funding to test our concept on small focus groups in schools.

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2021-05