“Sometimes you can do an awful lot of good behaviour for pretty minimal reward” – Associate Professor Anne Sharp, UniSA

Every time we go shopping these days, we’re prompted to flash our rewards cards. But are they actually rewarding you?

From small businesses who provide something free every few purchases, to big companies like Woolworths and Coles with their respective programmes, many places these days seem to offer rewards cards and loyalty programmes. It could be as small as a loaf of bread or a free coffee, to something as big as a free flight with enough points. But there’s always been questions over whether you’re actually being rewarded for how much you’re spending. So just why do businesses offer these programmes? Are we actually being rewarded for what we do? Are they changing our shopping behaviour?

Wavelength spoke to Associate Professor Anne Sharp from the Ehrenberg-Bass Institute for Marketing Science at UniSA, to find out more.

Airdate: March 4, 2019

Reporter: Andrew Showell

Photo: Unsplash

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