Why “Reward Both” (Vs. “Reward Me”) Referral Schemes Are More Likely to Succeed For Experiential Vs. Material Purchases
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).
Citation:
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 788-788.
Authors
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
Volume
NA - Advances in Consumer Research Volume 42 | 2014
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