Loyalty schemes – at what cost?

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Research shows consumers might be missing the real value of loyalty schemes.

Canterbury University PhD student May Chan is studying consumer psychology in New Zealand and Hong Kong.

May Chan says the basic principles of loyalty rewards mirror real money but the rules surrounding them are often complex and confusing.

She says people are not getting the full benefit of some loyalty schemes, and will often choose a luxurious reward for the feel good factor.

Ms Chan is researching the perceived value of Air New Zealand's Airpoints, Westpac Bank's Hotpoints and Fly Buys loyalty programs.

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