Reward Design for Customer Referral Programs: Reward–Product Congruence Effect and Gender Difference
Abstract
Referral reward design is the core component of customer referral programs, which are often applied to recruit new customers. This research investigates the effectiveness of utilitarian vs. hedonic rewards in terms of referral generation. Through one field study and two laboratory studies, we demonstrate a reward–product congruency effect; that is, utilitarian rewards, compared with hedonic rewards, yield a higher referral likelihood for...
Paper Details
Title
Reward Design for Customer Referral Programs: Reward–Product Congruence Effect and Gender Difference
Published Date
Jun 15, 2021
Journal
Volume
12
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