Unintended effects of incentivizing consumers to recommend a favorite brand

@article{Anghelcev2015UnintendedEO,
  title={Unintended effects of incentivizing consumers to recommend a favorite brand},
  author={George Anghelcev},
  journal={Journal of Marketing Communications},
  year={2015},
  volume={21},
  pages={210 - 223}
}
  • George Anghelcev
  • Published 4 May 2015
  • Economics
  • Journal of Marketing Communications
Marketers often use incentives such as coupons, rewards or special membership discounts in order to motivate consumers to purchase or recommend a particular brand. This practice is based on the underlying assumption that an increase in incentives will lead to an increase in consumer response – an idea which has been at the core of traditional economic thinking for decades. Some psychologists have claimed, however, that under specific conditions an increase in incentives can reduce (rather than… 

Motivation, Incentives and Performance: An Interdisciplinary Review

This review aims to extend the application of economic knowledge to evidence supplied by other research areas on the relationships between incentives, motivation and performance. Six areas of

When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type

ABSTRACT With the growing power of brand-related user-generated content (UGC) on social media, marketers have begun incorporating UGC into the marketing mix as part of word-of-mouth marketing.

Dynamics and drivers of customer engagement: within the dyad and beyond

The purpose of this paper is to extend existing engagement research in two directions: first, it operationalizes the dynamic nature of the engagement process within a customer-brand dyad and, second,

Sender outcomes of online word-of-mouth transmission

Purpose Despite the importance of online word-of-mouth (WOM) communication to senders, receivers and concerned companies alike, a surprisingly limited amount of research exists on the impacts of

A Bibliometric Analysis of Buzz Marketing : Research Areas, Concerns, and Suggestions for Advancement

Buzz marketing is widely used by marketers to generate buzz about the product in the market. The purpose of this paper was to provide a complete overview of the existing 'Buzz Marketing' literature

An integrated model of social media brand engagement

Binge-Watching Serial Video Content: Exploring the Subjective Phenomenology of the Binge-Watching Experience

ABSTRACT This study examined psychological constructs related to the subjective experience of binge-watching serial video content. The results underscore the centrality of transportation in shaping

References

SHOWING 1-10 OF 81 REFERENCES

The Cost of Price Incentives: An Empirical Analysis of Motivation Crowding-Out

Twenty-six years ago, Richard M. Titmuss (1970) claimed that monetary compensation tends to undermine an individual’s sense of civic duty. He illustrated his claim with blood donations, contending

A Price is a Signal: On Intrinsic Motivation, Crowding-Out, and Crowding-In

If a previously unpaid activity (e.g. donating blood) is paid, then we often observe that this activity is reduced. In this paper, it is hypothesized that the price offered is taken as a proxy for

Motivation as a limit to pricing

How Intrinsic Motivation is Crowded out and in

External interventions have a significant and systematic effect on preferences: Under specific conditions they crowd an individual's intrinsic motivation in or out. Rewards given or regulations

Motivation crowding theory

The Motivation Crowding Effect suggests that external intervention via monetary incentives or punishments may undermine, and under different identifiable conditions strengthen, intrinsic motivation.

Incentives and Prosocial Behavior

We develop a theory of prosocial behavior that combines heterogeneity in individual altruism and greed with concerns for social reputation or self-respect. Rewards or punishments (whether material or

Why Did You Do That? An Economic Examination of the Effect of Extrinsic Compensation on Intrinsic Motivation and Performance

According to empirical evidence, extrinsic incentives often crowd out intrinsic motivation, thus reducing the effort choices of workers. This article presents a principal-agent model that
...