Numerosity and Cognitive Complexity as Moderators of the Medium Effect

As a part of loyalty programs in marketing or as incentive plans in companies, mediums have attracted considerable interest from marketing and organizational behavior researchers. Previous studies focused mainly on the effects of mediums on people's choices and not on the role of moderators of the medium effect. The goal of the present paper is to study two such moderators, namely the numerosity and the cognitive complexity. Our findings suggest that the medium effect is stronger when a medium is more numerous. Also, a more cognitively complex medium makes the mediums more effective.