A Penny For Self-Disgust: the Effects of Favorable Review Reward on Consumers Behavior

Through three experiments, this study shows that a monetary reward has a backfire effect on consumer behavior, because it leads receiving consumers to self-disgust for the referral. This effect is attenuated for consumer who has an exchange relationship norm while sharpened for consumers who has a communal relationship norm.



Citation:

Qingqing Guo, Liangyan Wang, and Bing Han (2018) ,"A Penny For Self-Disgust: the Effects of Favorable Review Reward on Consumers Behavior", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 942-942.

Authors

Qingqing Guo, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
Bing Han, Shanghai Jiao Tong University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

When People Stop Being Nice and Start Getting “Real”: Use of Identity Labels for Stigmatized Groups

Esther Uduehi, University of Pennsylvania, USA
Americus Reed, University of Pennsylvania, USA

Read More

Featured

System Justification and the Preference for Atavistic Products

Minju Han, Yale University, USA
George Newman, Yale University, USA

Read More

Featured

The Embodiment of Repair: Consumer Experiences of Material Singularity and Practice Disruption

Matthew Godfrey, University of Arizona, USA
Linda L Price, University of Oregon, USA
Robert F. Lusch, University of Arizona, 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.