Should companies provide consumers with choices, especially as for a reward to motivate participation in a loyalty program? The present research intends to answer this question based on four field experiments. In experiment 1, the researcher examined popularity of different forms of rewards and found drink as the most popular item. Based on this, in experiment 2, the researcher found that providing choices of a reward (vs. providing a popular item as the reward) to consumers who considered downloading an App of the store generated a higher enrollment rate among consumers. In experiment 3, the researcher further explored the effectiveness of mere choice even though the additional choice was not meaningful. The results showed that options without inducing an action of choosing did not motivate consumers to participate to the same extent as options involving active choosing. Finally, in experiment 4, the researcher looked into the long-term effect of providing choices and found that enabling choices could lead to significantly more follow-up shopping of consumers compared with options without choosing or no choice at all. Combined together, this research suggests that enabling a meaningful choice benefits companies both in motivating consumer participation of loyalty program in the short term and developing consumer loyalty in the long term.