Business Management | Resources

Conspicuous Customer Behaviour Based On Loyalty Programs

Sep 10, 2023 | Raj Jain

Companies are continuously looking for efficient methods to draw in and keep clients in the extremely competitive business environment of today. Loyalty programs, which provide a variety of rewards and perks to encourage consumer interaction and foster brand loyalty, are among the most often used strategies. These initiatives are now a staple in the marketing toolkits of several companies across numerous industries. While the benefits of loyalty programs are widely known, a fascinating and complex phenomenon called conspicuous customer behavior has arisen in the context of these programs. The deliberate and open exhibition of one's loyalty program membership and related advantages is referred to as conspicuous customer behavior. Customers who proudly display their reward cards, flaunt expensive items they have acquired through loyalty programs, or openly discuss their loyalty programs demonstrate this behavior with their achievements in loyalty program tiers.

Conspicuous customer behavior and loyalty programs have a complex and multifaceted interaction. Conspicuous customer behaviors include displaying unique products acquired with loyalty points, bragging about reaching higher loyalty tiers, and other actions that are intended to draw attention to one's participation in a loyalty program and its rewards. A common motivation for this activity is the desire for prestige and social recognition.

1.     Social identity and in-group identification are fostered by loyalty programs, which give participants a feeling of community and belonging. Customers who take part in loyalty programs frequently perceive themselves as belonging to a select club that receives exceptional privileges. This encourages a sense of in-group identification when people want to strengthen their social identity inside the community of the brand. Customers express their membership in this in-group by prominently displaying their loyalty program status to get the respect and approval of their peers.

2.     Conspicuous Consumption: Thorstein Veblen, an economist, created the phrase "conspicuous consumption," which refers to conspicuous consumer behavior. The practice of buying or displaying goods and services to flaunt one's social standing and riches is known as conspicuous consumerism. Similar to this, customers participating in loyalty programs may display their prizes and bonuses to demonstrate their higher status and financial capacity to take advantage of special offers.

3.     Psychological Benefits: From a psychological perspective, conspicuous behavior may be beneficial in and of itself. Benefits from loyalty programs can raise good feelings like pride and self-worth, which improves the general customer experience. Furthermore, highlighting these advantages might also elicit supportive social media comments, strengthening the bond between clients and the company.

4.     Word-of-mouth and social influence: Public displays of consumer behavior may persuade others to sign up for the loyalty program or to engage more with the company's products. Customers unintentionally participate in word-of-mouth marketing when they proudly show their loyalty awards and privileges. Others may be inspired to join the program to experience comparable rights and rewards out of envy or curiosity 

5.     Customer behavior that stands out can help to increase the effectiveness of loyalty programs. Customers unwittingly increase the perceived value of the program by openly displaying their loyalty status and benefits. This encouragement can increase existing members' loyalty and dedication and draw in new clients who want to be a part of a prominent group.

6.     Design of Loyalty Program Optimization: By comprehending the factors that influence egregious customer behavior, firms may improve the layout of their loyalty programs. Brands can adjust their services to better line with consumers' desires for conspicuous display by identifying the rewards and perks that customers are more likely to flaunt. This improves program effectiveness and customer happiness.

Loyalty programs and obvious customer behavior are closely related. Customers who participate in loyalty programs do so to gain social acceptance, status, and psychological benefits, which leads to the emergence of conspicuous behaviors. For organizations looking to develop interesting and effective loyalty programs that appeal to consumers' desire for obvious display and strengthen brand loyalty, understanding this relationship is essential.

The following can be taken as some study-related proof to support our claims of consumer behaviors being Conspicuously related to the Loyalty Programs set up by Companies and Businesses

Survey on Customer Motivations

A survey is administered to an extensive spectrum of loyalty program beneficiaries to figure out why they engage in conspicuous buying habits. The findings show that a sizable majority of respondents identified their ostentatious displays of loyalty program membership and advantages as being motivated primarily by a desire for social approval and status.

 Comparative Analysis of Conspicuous vs. Non-Conspicuous Customers

The behavior of customers who participate in overt displays of loyalty incentives and those who do not is compared in comparative research. According to research, ostentatious customers are more loyal to the brand, buy more frequently, and are more inclined to tell others about it.

 Effect of Public Recognition on Loyalty Program Participation

One group of loyalty program participants participates in an experiment where they are publicly recognized and acknowledged for their loyalty accomplishments, but another group is not. The study discovers that when compared to the control group, the group getting public recognition exhibits higher levels of engagement and more prominent conduct.

 Effect of Conspicuous Rewards on Referral Behaviour

Customers are given prominent prizes for suggesting new members to the loyalty club in a field experiment. According to the findings, consumers who receive prominent benefits are more likely to recommend new members than customers who receive non-conspicuous prizes.

Analysis of the Content

The relationship between outstanding customer behavior and loyalty programs is a compelling and complex phenomenon that requires careful attention from both companies and researchers. The findings discussed in this article shed light on the motivations that encourage customers to participate in visible loyalty program memberships and benefits, and the impact of such behavior on individual consumers and the brands with which they identify.

Factors behind conspicuous customer behavior based on social identity theory and conspicuous consumption emphasize the importance of social recognition and status as essential motivators. When customers actively try to show their participation in a loyalty program in a public space, they express their belonging to a privileged group and receive a psychological reward for the act itself. The desire for recognition not only strengthens their commitment to the brand but also acts as a form of person to person marketing that can influence others to join the loyalty program and strengthen the brand-consumer relationship.

In addition, the relationship between brand commitment and outstanding behavior highlights the importance of loyalty programs in promoting customer loyalty and engagement. An impressive display of loyalty rewards is concrete evidence of the value customers place on their relationship with the brand. By understanding the motivations behind conspicuous behavior, companies can optimize their loyalty programs to meet customers' desires for social recognition and conspicuous consumption, which improves program effectiveness and fosters ongoing customer engagement. 

However, it is important to understand that obvious customer behavior is not without its challenges. Some customers may engage in flashy performance without true loyalty or long-term commitment, wanting only short-term gain and recognition. Therefore, companies must strike a delicate balance between rewarding loyalty and ensuring the authenticity of customer engagement.

To successfully navigate these complex issues, companies must adopt a holistic approach that considers individual customer preferences and aligns loyalty programs with their incentives. In addition, the effects of outstanding behaviors must be monitored and evaluated to continuously improve loyalty programs.

In a fast-paced and ever-evolving marketplace, understanding customer salient behaviors in the context of loyalty programs continues to be an essential part of developing successful marketing initiatives. Using the insights presented in this article, companies can build stronger customer relationships, foster brand loyalty, and succeed in the face of intense competition. Future research should delve into this fascinating phenomenon by examining the role of social media and digital platforms in shaping outstanding customer behavior to provide even more nuanced perspectives and strategies for creating lasting brand-consumer connections.



The relationship between overt customer behavior and loyalty programs is complex and driven by social recognition and status. Customers publicly advertise their participation in the loyalty program, which strengthens their identity in the brand community. This apparent behavior is correlated with greater brand engagement and word of mouth. Understanding the reasons for this behaviour allows companies to optimize the design of the loyalty program and encourage continued customer engagement. However, there are problems because some customers may be looking for short-term benefits without true loyalty. Finding a balance between rewarding loyalty and ensuring authenticity is crucial. Companies must consider the individual preferences of customers and constantly evaluate the effectiveness of the program. In a competitive market, understanding the consequences of conspicuous behaviour allows for stronger customer relationships and lasting brand loyalty. Future research should investigate the impact of digital platforms on this phenomenon.

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