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
Self-Deprecation Signals Humility, but Not as Much as Self-Deprecators Assume
Clayton R Critcher, University of California Berkeley, USA
Michael O'Donnell, University of California Berkeley, USA
Minah Jung, New York University, USA
What Converts Webpage Visits into Crowdfunding Contributions: Assessing the Role of Circumstantial Information
Lucia Salmonson Guimarães Barros, Universidade Federal de Sao Paulo
César Zucco Jr, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Marcelo Salhab Brogliato, Brazilian School of Public and Business Administration, Brazil
D12. Future Decisions and Temporal Contiguity Cues: When Absence of Temporal Contiguity Cues Increases Online Reviews’ Persuasiveness.
Francesco Zanibellato, Ca' Foscari University, Venice, Italy