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<p>Across nine studies (<i>N</i> = 3,735), the authors find evidence of a <i>visual moderation effect</i>, defined as the tendency for consumers to make progress estimates that are closer to the midpoint of a range (i.e., less extreme) when presented with loyalty reward progress information in a more visual format. Results indicate that when actual reward progress is displayed more visually, loyalty program (LP) members overestimate their progress when they are far from their reward but underestimate it when they are near their reward. The authors further demonstrate that this effect arises because the inherent ambiguity of more visual (vs. more numerical) representations leads consumers to feel less confident about the progress they have achieved and, consequently, to assume that they are closer to the middle of the feasible range. This visual moderation effect, which influences consumers’ motivation and their propensity to undertake behaviors that would help them achieve their loyalty reward (e.g., patronizing the firm again), is robust across (1) different visual representations of progress (e.g., block bar charts, circular rings), (2) various LP contexts/categories (e.g., coffee shop, grocery store, frozen yogurt shop, car wash, restaurant), and (3) different samples (e.g., online panel participants, university students, actual customers).</p>

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The visual moderation effect: How the representation of loyalty reward progress affects consumer judgments and behaviors

  • 期刊论文

  • 发表日期：

    2026年1月8日

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  • Carlos Bauer,
  • Mansur Khamitov,
  • Mathew S. Isaac,
  • Julio Sevilla

摘要

Across nine studies (N = 3,735), the authors find evidence of a visual moderation effect, defined as the tendency for consumers to make progress estimates that are closer to the midpoint of a range (i.e., less extreme) when presented with loyalty reward progress information in a more visual format. Results indicate that when actual reward progress is displayed more visually, loyalty program (LP) members overestimate their progress when they are far from their reward but underestimate it when they are near their reward. The authors further demonstrate that this effect arises because the inherent ambiguity of more visual (vs. more numerical) representations leads consumers to feel less confident about the progress they have achieved and, consequently, to assume that they are closer to the middle of the feasible range. This visual moderation effect, which influences consumers’ motivation and their propensity to undertake behaviors that would help them achieve their loyalty reward (e.g., patronizing the firm again), is robust across (1) different visual representations of progress (e.g., block bar charts, circular rings), (2) various LP contexts/categories (e.g., coffee shop, grocery store, frozen yogurt shop, car wash, restaurant), and (3) different samples (e.g., online panel participants, university students, actual customers).