20-N: the Effect of Uncertain Rewards on Customer Co-Promotion Intention: an Exploration of Optimistic Bias

Three studies suggest that uncertain rewards affect customers’ co-promotion intentions. Study 1 revealed that consumers receiving a lower uncertain reward showed more sharing intention of promotion information and the mechanism was optimistic bias. The controllability facilitated the uncertainty effect (Study 2) and the delay reward inhibited the effect (Study 3).



Citation:

Yuan Zhang, Zhaoyang Guo, and Yirang Zhang (2017) ,"20-N: the Effect of Uncertain Rewards on Customer Co-Promotion Intention: an Exploration of Optimistic Bias", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1071-1071.

Authors

Yuan Zhang, Xiamen University, China
Zhaoyang Guo, Xiamen University, China
Yirang Zhang, Xiamen University, China



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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