I Will Get a Reward, Too: Disclosing the Referrer-Reward Increases Referring

Customer referral programs are prevalent yet consumers are reluctant to participate, because they find the referring process commercial and inappropriate for communal friends. We propose that disclosing the referrer-reward in the referral message can highlight the communal aspect of the referring process (e.g., win-win) and thus increase referring.



Citation:

Yanping Tu, Zhihao Yu, and Minzhe Xu (2020) ,"I Will Get a Reward, Too: Disclosing the Referrer-Reward Increases Referring", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 742-743.

Authors

Yanping Tu, University of Florida, USA
Zhihao Yu, University of South Florida, USA
Minzhe Xu, University of Florida, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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