Prosocial Referral Rewards

We identify a context where prosocial incentives outperform selfish incentives. While most companies offer referral incentives that reward existing customers who refer, prosocial incentives that reward a friend are more effective. This effect emerges when 1) generosity is conspicuous and 2) the reward recipient is a close social contact.


Rachel Gershon, Cynthia Cryder, and Leslie John (2017) ,"Prosocial Referral Rewards", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 68-73.


Rachel Gershon, Washington University in St. Louis, USA
Cynthia Cryder, Washington University in St. Louis, USA
Leslie John, Harvard University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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