Loyalty reward members who redeem their reward points for materials/experiences may perceive themselves as “smart shoppers.” The purpose of this study is to illustrate the effect of smart shopper self-perceptions on word-of-mouth behaviors and to demonstrate emotional attachment as the mechanism underpinning such an effect. Study 1 used a recall-based survey and showed that smart shopper self-perceptions are positively associated with emotional attachment to redeemed products. Using cross-country data, Study 2 utilized a scenario-based experiment and showed that the effect of smart shopper self-perceptions on emotional attachment is greater with experiential (vs. material) products. Using a recall-based survey, Study 3 revealed that emotional attachment mediates the effect of smart shopper self-perceptions on word-of-mouth behaviors. Given the prevalence of redeeming experiential products, such as hotel stay and air travel, social media managers may need to monitor online platforms where loyalty reward program members post reviews about their redemption experiences (e.g., the Points Guy).

兑换奖励积分以获得材料/经验的忠诚度奖励会员可能会认为自己是“聪明的购物者”。这项研究的目的是说明聪明的购物者自我感知对口碑行为的影响，并证明情感依恋是支撑这种影响的机制。研究1使用了基于召回的调查，结果表明，聪明的购物者自我感知与对赎回产品的情感依恋呈正相关。研究2使用跨国数据，采用了基于情景的实验，结果表明，对于体验性（相对于物质性）产品，聪明的购物者自我感知对情感依恋的影响更大。使用一项基于回忆的调查，研究3显示情绪依恋介导了聪明的购物者自我感知对口碑行为的影响。