The Ambassador Effect: a Pre-Commitment Technique to Increase Consumer Prosocial Behavior and Loyalty

Corinne Kelley, Florida State University, USA
Maura Scott, Florida State University, USA
Martin Mende, Florida State University, USA
The “ambassador effect” demonstrates that asking a consumer to involve another person in a prosocial initiative increases the consumer’s subsequent prosocial behavior. Moreover, the ambassador effect mitigates negative sentiments associated with penalty based retail policies, causing these policies to be as successful at prompting prosocial behavior as reward based policies.
[ to cite ]:
Corinne Kelley, Maura Scott, and Martin Mende (2017) ,"The Ambassador Effect: a Pre-Commitment Technique to Increase Consumer Prosocial Behavior and Loyalty", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 206-211.