Using Incentives to Encourage Word-Of-Mouth Transmissions That Lead to Fast Information Diffusion

Prior research shows that information diffusion is faster when Word-of-Mouth is transmitted by high-social-connectivity consumers. Five studies show that promotion-based incentives can be effective in encouraging normal consumers to transmit information to their socially connected friends when positive information externalities are induced.



Citation:

Andrew Stephen and Donald Lehmann (2013) ,"Using Incentives to Encourage Word-Of-Mouth Transmissions That Lead to Fast Information Diffusion", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Andrew Stephen, University of Pittsburgh, USA
Donald Lehmann, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

When Prominent Logos Make You Feel Competent

Sara Caprioli, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Nailya Ordabayeva, Boston College, USA

Read More

Featured

“But, will you think it's important to use mouthwash?” How Visual Communication of a Set Impacts Perceived Set Completeness and Item Importance

Miaolei (Liam) Jia, University of Warwick, United Kingdom
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA

Read More

Featured

L2. Wish List Thinking: The Role of Psychological Ownership in Consumer Likelihood to Purchase or Remove a Product from an Online Wish List

Christopher Groening, Kent State University, USA
Jennifer Wiggins, Kent State University, USA
Iman Raoofpanah, Kent State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.