Sales and sincerity: The role of relatio
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Mirjam A. Tuk; Peeter W.J. Verlegh; Ale Smidts; Daniel H.J. Wigboldus
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Article
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2009
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Elsevier Science
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English
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In word-of-mouth marketing, marketers often provide financial rewards for referrals. These rewards introduce a financial motive into an interaction among friends or acquaintances, which may harm the perceived sincerity of the referring customer. We show that this negative effect can be mitigated by