This research addresses an important, yet under-researched, issue concerning the management of loyalty programs (LPs) in the era of globalization: how to effectively motivate LP members from different cultures to continue the reward pursuit process. Drawing on cross-cultural research and regulatory fit theory, we identify feedback framing as a low-cost, easy-to-implement strategy for building program loyalty across cultures. Two cross-cultural studies confirm all the hypotheses about the effects of feedback framing. Overall, this research advances theoretical understanding of reward pursuit behavior across cultures and offers practical advice for managing LPs in different cultural contexts.

• Morgan X. Yang(Hang Seng Management College, Hong Kong, China)
• Kevin J. Zeng(Hang Seng Management College, Hong Kong, China)
• Haksin Chan(Hang Seng Management College, Hong Kong, China)