Tell the Truth: the Effects of Disclosure in Word-Of-Mouth Marketing
We know marketers provide incentives to everyday consumers in exchange for generating buzz about their brand, but what happens when word-of-mouth recipients find out about this relationship? Marketers fear that disclosing this information will undermine the recommendation’s effectiveness. In two experiments, we find that honesty is indeed the best policy.
Lisa Abendroth and James Heyman (2011) ,"Tell the Truth: the Effects of Disclosure in Word-Of-Mouth Marketing", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.
Lisa Abendroth, University of St. Thomas, USA
James Heyman, University of St. Thomas, USA
NA - Advances in Consumer Research Volume 38 | 2011
The Interaction Effect of Food Variety and Simulation of Eating on Consumers' Calorie Estimation
Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University
Does a Blurry Background Make a High Roller? The Effects of Blurry versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
A Meta-Analysis on the Endowment Effect in Experiments
DANIEL SUN, University of Calgary, Canada