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.
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.
Qingqing Guo, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
Bing Han, Shanghai Jiao Tong University
NA - Advances in Consumer Research Volume 46 | 2018
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