You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Rewarding Customers With Prizes Is No Guarantee of Loyalty Today's More Complex Consumers Respond to a Quality Product Made by a Company They Can Feel Good About By Martin Reidy, Published on January 23, 2012 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.