Psychological drivers of referral reward program effectiveness
Abstract
Purpose Empirical research presents conflicting findings with regards to the effectiveness of referral reward programs (RRPs) and supports two alternative and conflicting views on the effectiveness of incentivizing recommendations. They are, first, a positive effect via perceived attractiveness of the incentive, and second, a negative effect via metaperception of the recommendation. The purpose of this paper is to examine these two opposing...
Paper Details
Title
Psychological drivers of referral reward program effectiveness
Published Date
Nov 27, 2017
Volume
32
Issue
3
Pages
256 - 268
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