Using Reach3's conversational, mobile-first approach, the study revealed that consumers' preferences go far beyond dollars and cents, and that rewards drive loyalty, shape behaviors, and deliver emotional benefits that influence how people shop and pay. In fact, 81% of consumers say rewards impact their shopping and payment behavior.
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GLOStudy reveals emotional and behavioral triggers behind payment rewards
Reach3 Insights, in collaboration with PayPal, announced new research uncovering the powerful role that rewards play in consumer payment decisions. Using Reach3’s conversational, mobile-first approach, the study revealed that consumers’ preferences go far beyond dollars and cents, and that rewards drive loyalty, shape behaviors, and deliver emotional benefits that influence how people shop and pay. In fact, 81% of consumers say rewards impact their shopping and payment behavior.
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“Rewards drive real behaviors, and when executed well, they can drive loyalty in a meaningful way,” said Sean Campbell, Senior Vice President at Reach3 Insights. “Our research with PayPal shows that there’s a lot of nuance in this space and highlights the need to use modern research techniques to really understand what matters to different customers.”
The project combined quantitative, qualitative, and video feedback deployed via the Rival Technologies platform, along with AI-enabled tools and an emotional elicitation exercise to capture deeper insights.
Among the key findings:
- Cashback beats out reward points. 68% of study participants said they prefer cashback rewards for their simplicity and instant gratification, compared to 32% who prefer points.
- Rewards drive behavior and emotion. 81% make shopping choices based on rewards; 33% said that thinking about rewards gives them feelings of satisfaction and joy.
- Rewards influence loyalty. 63% say rewards make them feel more valued as a customer, and nearly half (49%) are more likely to recommend a brand because of its rewards program.
Generational differences also emerged. While Boomers and Gen Xers lean toward practical rewards tied to everyday purchases, younger consumers prefer flexible, gamified, and shareable experiences that align with digital wallets and social platforms.
“This study highlights how modern research methods can get to the heart of what motivates consumers,” said Leigh Admirand, Executive Vice President at Reach3 Insights. “By blending conversational feedback with AI, we’re uncovering not just what people do, but why they do it, and that’s the key to designing more meaningful customer experiences.”
The findings will be featured in a joint presentation at the upcoming Insights Association’s Corporate Researchers Conference (CRC) in Chicago. Titled “Motivated to Pay: How PayPal Used Conversational Research to Uncover What Consumers Want From Rewards at Checkout“, the session will be held on Tuesday, September 9 at 4pm during the event.
For more information, visit Reach3 Insights or meet the team at Booth 208 during the conference.
About Reach3 Insights and Rival Technologies
Reach3 Insights and Rival Technologies are the pioneers in conversational research and the leading authority on insight communities. Rival’s mobile-first, conversational platform helps transform conventional surveys into personalized research experiences that emulate the way people communicate today. Reach3 is an award-winning full-service consulting firm that uses immersive, in-the-moment research designs and dynamic digital storytelling to deliver deep experiential insights. Amplified by AI, Rival and Reach3’s conversational research approach delivers higher response rates, deeper engagement, and faster time-to-insights. To learn why brands like Coca-Cola, Dell Technologies, Kimberly-Clark, and Warner Bros. have made the switch to conversational, please visit rivaltech.com or reach3insights.com.
SOURCE Reach3 Insights
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