Points Accumulation Framework and Spending Behavior—Accelerating vs. Linear Points: The Impact of Loyalty Framework on Consumer Spending

Despite widespread adoption of loyalty programs, little is known about how the shape of points accumulation frameworks influences consumer spending via psychological mechanisms and individual differences. Grounded in Prospect Theory and goal-gradient theory, this research examines the impact of linear versus accelerating points accumulation structures on spending intentions across four experiments (N = 1400) using online panels. Stages 1 and 2 manipulation experiments were conducted using simulated loyalty program brochures and e-commerce webpages, demonstrating that accelerating frameworks (versus linear) increase spending intentions by enhancing perceived reward value. Stage 3 used a 2 × 2 between-subjects design, manipulating the points framework with fictitious brochures and priming financial risk tolerance via a portfolio reflection task; temporal discounting was subsequently measured to assess its role (temporal discounting is the tendency for people to assign greater value to immediate rewards than to larger, delayed rewards), confirming the moderating effect of temporal discounting. Stage 4 also employed a 2 × 2 between-subjects design, manipulating the points framework and priming risk tolerance through a writing task, thereby confirming the moderating effect of financial risk tolerance. These findings identify perceived reward value as a key mediator and temporal discount rate and financial risk tolerance as critical moderators. Theoretical contributions include the first-time integration of temporal discounting and individual risk preferences into loyalty program theory, while practical implications offer guidance for designing loyalty programs tailored to specific market segments, thereby enhancing consumer engagement.