Why “Reward Both” (Vs. “Reward Me”) Referral Schemes Are More Likely to Succeed For Experiential Vs. Material Purchases

Hyunkyu (Sean) Jang, University of Texas at Austin, USA
Raj Raghunathan, University of Texas at Austin, USA
Julie Irwin, University of Texas at Austin, USA
Purchase type (material vs. experiential) moderates effects of reward schemes (Reward Me: reward only recommenders; Reward Both: rewards recommender and recipient) on the referral likelihood. For material purchases, referral likelihood does not differ between the two schemes; for experiential purchase, referral likelihood is greater under Reward Both (vs. Reward Me).
[ to cite ]:
Hyunkyu (Sean) Jang, Raj Raghunathan, and Julie Irwin (2014) ,"Why “Reward Both” (Vs. “Reward Me”) Referral Schemes Are More Likely to Succeed For Experiential Vs. Material Purchases", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 788-788.