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}
}
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… 
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