奖励顾客推荐：奖励类型对推荐可能性的影响
|
摘要
消费者的口碑价值正日益受到企业的重视,有学者提出将口碑营销作为一种新的营销组合。近年来,企业界已经引进了一些正式的客户推荐计划,通过对现有顾客进行奖励的方式来鼓励他们向其他消费者做出推荐,从而一定程度上影响和控制消费者的口碑。越来越多的企业通过这种方式来利用现有顾客的人际网络来推广企业的产品和服务,吸引新顾客。包括宝洁、荷兰银行、德意志银行、宝马、佳能、中国联通在内的知名企业都引进了类似推荐计划。
然而,尽管营销人员对推荐奖励计划广为认可,但关于这类计划的学术研究却较为缺乏。本文的研究目的正是在于探讨不同的奖励物类型(金钱刺激vs.礼物刺激)对社会成本、社会收益以及推荐可能性的影响,并考察品牌强度(强品牌vs.弱品牌)和关系强度(强关系vs.弱关系)的调节作用。
通过设计一个2×2×2组间因子实验,我们发现：1)尽管我们没有发现奖励类型对推荐可能性的直接作用,但奖励类型对社会成本具有显著影响。当奖励为金钱的情况下,消费者的社会成本显著高于奖励为礼物的情况。2)品牌强度对消费者的推荐有重大的影响,消费者对强品牌的推荐可能性更高,在推荐强品牌后,人们的社会成本更低,社会收益更高。3)关系强度对社会成本和推荐可能性具有显著影响。消费者向强关系的推荐可能性更高,同时在向强关系推荐后,人们的社会成本更低。本研究还发现,推荐可能性会受到奖励类型和品牌强度的调节作用的影响。对强品牌而言,奖励为礼物或金钱带来的推荐可能性的变化不显著,而对于弱品牌而言,与奖励为金钱时相比,奖励为礼物时消费者的推荐可能性得到显著提高。同时,奖励类型对社会成本的影响受到关系强度的调节。对于推荐者和被推荐者为强关系的情况,相对于礼物奖励而言,金钱奖励带来的社会成本显著较高。
最后,我们对研究意义及其在管理实践上的应用进行了讨论,并提出了本文的研究局限以及未来的研究方向。
The value of word of mouth (WOM) is increasingly recognized by firms, and some scholars have proposed it as a new marketing mix. In recent years, some firms have introduced formal client referral programs and provide rewards to existing customers to encourage them to make recommendations to others. As reward programs allow firms to influence and control consumers'word of mouth, more and more firms try to use this method to leverage existing customers'network to promote firms'products and services and attract new customers. Many well established companies, including P & G, ABN AMRO, DBS, BMW, Canon and ChinaUnicom, and some small and medium enterprises have already introduced such programs.
However, although marketers strongly promoted referral reward programs, academic research seems comparatively scarce in this arena. The purpose of this research is to explore how different reward types influences customers' referral likelihood and their psychological effect after recommendation. At the same time, we examine the moderating effect of brand strength (strong vs. weak) and tie strength (strong tie vs. weak tie).
Through a 2×2×2 between subjects experimental design, we found that: first, reward type has significant influence toward social cost although we did not find its direct effect toward referral likelihood. Customers'perceived social cost is significantly higher when reward is money rather than gift. Second, brand strength is an extremely important variable that would impact consumers'referral. Consumers are more likely to recommend a strong brand, and after recommending a strong brand versus a weak brand, consumers'social cost is lower and social benefit is higher. Third, tie strength has significant effect toward social cost and referral likelihood. Consumers are more likely to recommend strong tie and perceive lower social cost. Moreover, there exists an interactive effect of reward type and brand strength toward referral likelihood. For weak brands versus strong brands, referral likelihood will be significantly higher when the reward is gift rather than money. At the same time, the effect of reward type toward social cost is moderated by tie strength. Money reward leads to higher social cost compared with gift reward.
This paper discusses theoretical contributions and managerial implications in the end and concludes with research limitations and future research directions.
然而,尽管营销人员对推荐奖励计划广为认可,但关于这类计划的学术研究却较为缺乏。本文的研究目的正是在于探讨不同的奖励物类型(金钱刺激vs.礼物刺激)对社会成本、社会收益以及推荐可能性的影响,并考察品牌强度(强品牌vs.弱品牌)和关系强度(强关系vs.弱关系)的调节作用。
通过设计一个2×2×2组间因子实验,我们发现：1)尽管我们没有发现奖励类型对推荐可能性的直接作用,但奖励类型对社会成本具有显著影响。当奖励为金钱的情况下,消费者的社会成本显著高于奖励为礼物的情况。2)品牌强度对消费者的推荐有重大的影响,消费者对强品牌的推荐可能性更高,在推荐强品牌后,人们的社会成本更低,社会收益更高。3)关系强度对社会成本和推荐可能性具有显著影响。消费者向强关系的推荐可能性更高,同时在向强关系推荐后,人们的社会成本更低。本研究还发现,推荐可能性会受到奖励类型和品牌强度的调节作用的影响。对强品牌而言,奖励为礼物或金钱带来的推荐可能性的变化不显著,而对于弱品牌而言,与奖励为金钱时相比,奖励为礼物时消费者的推荐可能性得到显著提高。同时,奖励类型对社会成本的影响受到关系强度的调节。对于推荐者和被推荐者为强关系的情况,相对于礼物奖励而言,金钱奖励带来的社会成本显著较高。
最后,我们对研究意义及其在管理实践上的应用进行了讨论,并提出了本文的研究局限以及未来的研究方向。
The value of word of mouth (WOM) is increasingly recognized by firms, and some scholars have proposed it as a new marketing mix. In recent years, some firms have introduced formal client referral programs and provide rewards to existing customers to encourage them to make recommendations to others. As reward programs allow firms to influence and control consumers'word of mouth, more and more firms try to use this method to leverage existing customers'network to promote firms'products and services and attract new customers. Many well established companies, including P & G, ABN AMRO, DBS, BMW, Canon and ChinaUnicom, and some small and medium enterprises have already introduced such programs.
However, although marketers strongly promoted referral reward programs, academic research seems comparatively scarce in this arena. The purpose of this research is to explore how different reward types influences customers' referral likelihood and their psychological effect after recommendation. At the same time, we examine the moderating effect of brand strength (strong vs. weak) and tie strength (strong tie vs. weak tie).
Through a 2×2×2 between subjects experimental design, we found that: first, reward type has significant influence toward social cost although we did not find its direct effect toward referral likelihood. Customers'perceived social cost is significantly higher when reward is money rather than gift. Second, brand strength is an extremely important variable that would impact consumers'referral. Consumers are more likely to recommend a strong brand, and after recommending a strong brand versus a weak brand, consumers'social cost is lower and social benefit is higher. Third, tie strength has significant effect toward social cost and referral likelihood. Consumers are more likely to recommend strong tie and perceive lower social cost. Moreover, there exists an interactive effect of reward type and brand strength toward referral likelihood. For weak brands versus strong brands, referral likelihood will be significantly higher when the reward is gift rather than money. At the same time, the effect of reward type toward social cost is moderated by tie strength. Money reward leads to higher social cost compared with gift reward.
This paper discusses theoretical contributions and managerial implications in the end and concludes with research limitations and future research directions.
引文
[1]Arndt,J. Role of product-related conversations in the diffusion of a new product [J]. Journal of Marketing Research.1968,4:291-295.
[2]Bansal, Harvis S., Peter A. Voyer, Word-of-mouth processes within a services purchase decision context [J]. Journal of service research, 2000,3(2),166-177.
[3]Bansal, Harvis S., Peter A. Voyer, Word-of-mouth processes within a services purchase decision context [J]. Journal of service research, 2000,3(2),166-177.
[4]Baumeister, Roy F. A self-presentational view of social phenomena [J]. Psychological Bulletin.1982,91(1):3-26.
[5]Bern, Daryl. Self-Perception Theory[A]. in:Leonard Berkowitz. Advances in Experimental Social Psychology [C]. New York:Academic Press, 1972,6.
[6]Biyalogorsky, E., E. Gerstner, B. Libai. Customer referral management: Optimal reward programs [J]. Marketing Science.2001,20(1),82-95.
[7]Bone, PF. Determinants of word-of-mouth communications during product consumption [J]. Advances in Consumer Research.1992.19: 579-583.
[8]Bowles, Samuel & Polania Reyes, Sandra, Economic Incentives and Social Preferences:A Preference-Based Lucas Critique of Public Policy [EB/OL], CESifo Working Paper Series No.2734. Available at SSRN: http://ssrn.com/abstract=1443865.2009-7-1.
[9]Brown, Jacqueline Johnson & Reingen, Peter H., Social ties and word-of-mouth referral behavior [J]. Journal of consumer research, 1987,14:350-362.
[10]Buttle, Francis A. Word of mouth:understanding and managing referral marketing [J]. Journal of Strategic Marketing,1998,6(3):241-254.
[11]Chen, Yubo & Jinhong Xie. Online Consumer Review:Word-of-Mouth as a New Element of Marketing Communication Mix [J]. Management Science,2008,54(3):477-491.
[12]Day, G. S. Attitude Change, Media,& Word of Mouth [J]. Journal of Advertising Research[J],1971,11(6):31-40.
[13]Dellarocas, C.; Awad, N.;& Zhang, X. Exploring the Value of Online Reviews to Organizations:Implications for Revenue Forecasting and Planning[C]. Proceedings of the 24th International Conference on Information Systems, Washington D.C.,2004
[14]Derbaix, Christian, Joelle Vanhamme. Inducing word-of-mouth by eliciting surprise-a pilot investigation [J]. Journal of Economic Psycology,2003,24:99-116.
[15]DeVoe Sanford E.& Sheena S. Medium of Exchange Matters:What's Fair for Goods Is Unfair for Money [J]. Psychological Science: http://pss.sagepub.com/content/early/2010/01/08/0956797609357749.ful l.2010-2-8.
[16]Duan, Wenjing, Bin Gu, Andrew B. Whinston. The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry [J]. Journal of Retailing,2008.84(3):233-242.
[17]Fiske, A. P. The four elementary forms of sociality:Framework for a unified theory of social relations [J]. Psychological Review.1992,99: 689-723.
[18]Gatignon, Hubert & Thomas S. Robertson. An Exchange Theory Model of Interpersonal Communication [J]. Advances in Consumer Research. 1986,13:534-538.
[19]Godes, David & Dina Mayzlin. Using Online Conversations to Study WOM Communication [J]. Marketing Science.2004.23 (4),545-60.
[20]Godes, David & Dina Mayzlin:Firm-Created Word-of-Mouth Communication:Evidence from a Field Test [J], Marketing Science. 2009,28(4), pp.721-739.
[21]Godes, David, Dina Mayzlin, Yubo Chen, Sanjiv Das, Chrysanthos Dellarocas, Bruce Pfeffer, Barak Libai, Subrata Sen, Mengze Shi, and Peeter Verlegh. The Firm's Management of Social Interactions [J]. Marketing Letters.2005,6 (3/4),415-428.
[22]Goldenberg, J., B. Libai, E. Muller. Talk of the network:A complex systems look at the underlying process of word of mouth [J]. Marketing Letters.2001,12(3):211-223.
[23]Granovetter, M. The strength of weak ties [J]. American Journal of Sociology.1973,78(6):1360-1380.
[24]Grayson, Kent. Friendship Versus Business in Marketing Relationships [J]. Journal of Marketing.2007,71:121-139.
[25]Heath, Timothy B., Gangseog Ryu, Subimal Chatterjee, Michael S. McCarthy, David L. Mothersbaugh, Sandra Milberg, and Gary J. Gaeth. Asymmetric Competition in Choice and the Leveraging of Competitive Disadvantages [J]. Journal of Consumer Research.2000,27:291-308.
[26]Heyman, J.,& Ariely, D. Effort for payment:A tale of two markets [J]. Psychological Science,2004,15:787-793.
[27]Katz, Elihu & Paul Lazarsfeld. Personal Influence[M]. Glencoe (IL):Free Press,1955.
[28]Keller, Kevin Lane. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity [J]. Journal of Marketing,1993,57 (January):1-22.
[29]Kim, Byung-Do, Mengze Shi & Kannan Srinivasan. Reward Programs and Tacit Collusion [J]. Marketing Science.2001,20(2):99-120.
[30]Kim, Young K., Amy K. Smith. Providing a critical service today for tomorrow's consumers:A relational model of customer evaluations and responses in the child care industry [J]. Journal of Retailing and Consumer Services.2007,14:232-245.
[31]Kornish, Laura J.& Qiuping Li. Optimal Referral Bonuses with Asymmetric Information [J]. Marketing Science.2010,29(1):108-121.
[32]Liu,Yong. Word of Mouth for Movies:Its Dynamics and Impact on Box Office Revenue [J]. Journal of Marketing,2006,70:74-89.
[33]Mangold, W. Glynn; Miller, Fred. Word-of-mouth communication in the service marketplace [J]. Journal of Services Marketing,1999,13(1):73-99.
[34]Mayzlin, D. Promotional chat on the Internet [J]. Marketing Science. 2006,25(2):155-163.
[35]Mazzarol, JC Sweeney, GN Soutar. Conceptualizing word-of-mouth activity, triggers and conditions:an exploratory study [J]. European Journal of Marketing.2007,41(11):1475-1494.
[36]McGraw, A. P.,& Tetlock, P. E. Taboo trade-offs, relational framing, and the acceptability of exchanges [J]. Journal of Consumer Psychology. 2005,15:2-15.
[37]Meloy, Margaret G. J., Edward Russo & Elizabeth Gelfand Miller. Monetary Incentives and Mood [J]. Journal of Marketing Research.2006, 43(2):267-275
[38]Murray, K. A test of services marketing theory:consumer information acquisition activities [J], Journal of Marketing,1991,55:10-25.
[39]Ryu, Gangseog & Lawrence Feick. A Penny for Your Thoughts:Referral Reward Programs and Referral Likelihood [J]. Journal of Marketing. 2007,71(2):84-94.
[40]Sernovitz, Andy, Word of Mouth Marketing:How Smart Companies Get People Talking [M]. Chicago, Illinois:Kaplan.,2006.
[41]Shi, Mengze & Wojnicki, Andrea C. Money Talks:Field Experiment Evidence Regarding Online Referral Propensities [EB/OL]. Available at SSRN:http://ssrn.com/abstract=958290,2007-2-17.
[42]Shin, A. FTC moves to unmask word-of-mouth marketing [N]. Washington Post,2006.12(12):D01.
[43]Singh, Sonoo. P&G Proposes Piling on the Peer Pressure[N]. Marketing Week.2002,11(7):20.
[44]Tuk, Mirjam A., Peeter W.J. Verlegh, Ale Smidts, Daniel H.J. Wigboldus. Sales and sincerity:The role of relational framing in word-of-mouth marketing [J]. Journal of Consumer Psychology.2009,19(1):38-47.
[45]Verlegh, Peeter W.J.& Sarit Moldovan. What Drives Word of Mouth:A Multi-Disciplinary Perspective [J]. Advances in Consumer Research. 2008,35:49-51.
[46]Verlegh, Peeter W.J., Carolina M. Buijs & Andrea Zethof. Talk, Talk, Talk:Consumer Motives for Word-of-Mouth Referral [J]. Advances in Consumer Research.2008,35:49-51.
[47]Vohs, K.D., Mead, N.L.,& Goode, M.R. Merely activating the concept of money changes personal and interpersonal behavior [J]. Current Directions in Psychological Science,2006,17:208-212.
[48]Vohs, K.D., Mead, N.L.,& Goode, M.R. The psychological consequences of money [J]. Science.2006,314:1154-1156.
[49]Walker, L.Jean-Harrison. The measurement of word-of-mouth communication and an investigation of service quality and customer communication as potential antecedents [J]. Journal of service research, 2001,(4):60-75.
[50]Walster, Elaine, Ellen Berscheid,& G. William Walster. New Directions in Equity Research [J]. Journal of Personality and Social Psychology. 1973,25 (2):151-176.
[51]Walster, Elaine, G. William Walster & Ellen Berscheid, Equity:Theory and Research [M]. Boston:Allyn and Bacon.1978.
[52]Wasserman, Todd. P&G Buzz Program Tremor Moving on to Mothers [N]. Brandweek.2005.9(26):15.
[53]Weibel, Antoinette A., Rost, Katja & Osterloh, Margit, Crowding-Out of Intrinsic Motivation-Opening the Black Box [EB/OL]. Available at SSRN: http://ssrn.com/abstract=957770.2007.
[54]Wirtz, J., P. Chew. The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behavior [J]. International Journal of Service Industry Management.2002,13(2):141-162.
[2]Bansal, Harvis S., Peter A. Voyer, Word-of-mouth processes within a services purchase decision context [J]. Journal of service research, 2000,3(2),166-177.
[3]Bansal, Harvis S., Peter A. Voyer, Word-of-mouth processes within a services purchase decision context [J]. Journal of service research, 2000,3(2),166-177.
[4]Baumeister, Roy F. A self-presentational view of social phenomena [J]. Psychological Bulletin.1982,91(1):3-26.
[5]Bern, Daryl. Self-Perception Theory[A]. in:Leonard Berkowitz. Advances in Experimental Social Psychology [C]. New York:Academic Press, 1972,6.
[6]Biyalogorsky, E., E. Gerstner, B. Libai. Customer referral management: Optimal reward programs [J]. Marketing Science.2001,20(1),82-95.
[7]Bone, PF. Determinants of word-of-mouth communications during product consumption [J]. Advances in Consumer Research.1992.19: 579-583.
[8]Bowles, Samuel & Polania Reyes, Sandra, Economic Incentives and Social Preferences:A Preference-Based Lucas Critique of Public Policy [EB/OL], CESifo Working Paper Series No.2734. Available at SSRN: http://ssrn.com/abstract=1443865.2009-7-1.
[9]Brown, Jacqueline Johnson & Reingen, Peter H., Social ties and word-of-mouth referral behavior [J]. Journal of consumer research, 1987,14:350-362.
[10]Buttle, Francis A. Word of mouth:understanding and managing referral marketing [J]. Journal of Strategic Marketing,1998,6(3):241-254.
[11]Chen, Yubo & Jinhong Xie. Online Consumer Review:Word-of-Mouth as a New Element of Marketing Communication Mix [J]. Management Science,2008,54(3):477-491.
[12]Day, G. S. Attitude Change, Media,& Word of Mouth [J]. Journal of Advertising Research[J],1971,11(6):31-40.
[13]Dellarocas, C.; Awad, N.;& Zhang, X. Exploring the Value of Online Reviews to Organizations:Implications for Revenue Forecasting and Planning[C]. Proceedings of the 24th International Conference on Information Systems, Washington D.C.,2004
[14]Derbaix, Christian, Joelle Vanhamme. Inducing word-of-mouth by eliciting surprise-a pilot investigation [J]. Journal of Economic Psycology,2003,24:99-116.
[15]DeVoe Sanford E.& Sheena S. Medium of Exchange Matters:What's Fair for Goods Is Unfair for Money [J]. Psychological Science: http://pss.sagepub.com/content/early/2010/01/08/0956797609357749.ful l.2010-2-8.
[16]Duan, Wenjing, Bin Gu, Andrew B. Whinston. The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry [J]. Journal of Retailing,2008.84(3):233-242.
[17]Fiske, A. P. The four elementary forms of sociality:Framework for a unified theory of social relations [J]. Psychological Review.1992,99: 689-723.
[18]Gatignon, Hubert & Thomas S. Robertson. An Exchange Theory Model of Interpersonal Communication [J]. Advances in Consumer Research. 1986,13:534-538.
[19]Godes, David & Dina Mayzlin. Using Online Conversations to Study WOM Communication [J]. Marketing Science.2004.23 (4),545-60.
[20]Godes, David & Dina Mayzlin:Firm-Created Word-of-Mouth Communication:Evidence from a Field Test [J], Marketing Science. 2009,28(4), pp.721-739.
[21]Godes, David, Dina Mayzlin, Yubo Chen, Sanjiv Das, Chrysanthos Dellarocas, Bruce Pfeffer, Barak Libai, Subrata Sen, Mengze Shi, and Peeter Verlegh. The Firm's Management of Social Interactions [J]. Marketing Letters.2005,6 (3/4),415-428.
[22]Goldenberg, J., B. Libai, E. Muller. Talk of the network:A complex systems look at the underlying process of word of mouth [J]. Marketing Letters.2001,12(3):211-223.
[23]Granovetter, M. The strength of weak ties [J]. American Journal of Sociology.1973,78(6):1360-1380.
[24]Grayson, Kent. Friendship Versus Business in Marketing Relationships [J]. Journal of Marketing.2007,71:121-139.
[25]Heath, Timothy B., Gangseog Ryu, Subimal Chatterjee, Michael S. McCarthy, David L. Mothersbaugh, Sandra Milberg, and Gary J. Gaeth. Asymmetric Competition in Choice and the Leveraging of Competitive Disadvantages [J]. Journal of Consumer Research.2000,27:291-308.
[26]Heyman, J.,& Ariely, D. Effort for payment:A tale of two markets [J]. Psychological Science,2004,15:787-793.
[27]Katz, Elihu & Paul Lazarsfeld. Personal Influence[M]. Glencoe (IL):Free Press,1955.
[28]Keller, Kevin Lane. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity [J]. Journal of Marketing,1993,57 (January):1-22.
[29]Kim, Byung-Do, Mengze Shi & Kannan Srinivasan. Reward Programs and Tacit Collusion [J]. Marketing Science.2001,20(2):99-120.
[30]Kim, Young K., Amy K. Smith. Providing a critical service today for tomorrow's consumers:A relational model of customer evaluations and responses in the child care industry [J]. Journal of Retailing and Consumer Services.2007,14:232-245.
[31]Kornish, Laura J.& Qiuping Li. Optimal Referral Bonuses with Asymmetric Information [J]. Marketing Science.2010,29(1):108-121.
[32]Liu,Yong. Word of Mouth for Movies:Its Dynamics and Impact on Box Office Revenue [J]. Journal of Marketing,2006,70:74-89.
[33]Mangold, W. Glynn; Miller, Fred. Word-of-mouth communication in the service marketplace [J]. Journal of Services Marketing,1999,13(1):73-99.
[34]Mayzlin, D. Promotional chat on the Internet [J]. Marketing Science. 2006,25(2):155-163.
[35]Mazzarol, JC Sweeney, GN Soutar. Conceptualizing word-of-mouth activity, triggers and conditions:an exploratory study [J]. European Journal of Marketing.2007,41(11):1475-1494.
[36]McGraw, A. P.,& Tetlock, P. E. Taboo trade-offs, relational framing, and the acceptability of exchanges [J]. Journal of Consumer Psychology. 2005,15:2-15.
[37]Meloy, Margaret G. J., Edward Russo & Elizabeth Gelfand Miller. Monetary Incentives and Mood [J]. Journal of Marketing Research.2006, 43(2):267-275
[38]Murray, K. A test of services marketing theory:consumer information acquisition activities [J], Journal of Marketing,1991,55:10-25.
[39]Ryu, Gangseog & Lawrence Feick. A Penny for Your Thoughts:Referral Reward Programs and Referral Likelihood [J]. Journal of Marketing. 2007,71(2):84-94.
[40]Sernovitz, Andy, Word of Mouth Marketing:How Smart Companies Get People Talking [M]. Chicago, Illinois:Kaplan.,2006.
[41]Shi, Mengze & Wojnicki, Andrea C. Money Talks:Field Experiment Evidence Regarding Online Referral Propensities [EB/OL]. Available at SSRN:http://ssrn.com/abstract=958290,2007-2-17.
[42]Shin, A. FTC moves to unmask word-of-mouth marketing [N]. Washington Post,2006.12(12):D01.
[43]Singh, Sonoo. P&G Proposes Piling on the Peer Pressure[N]. Marketing Week.2002,11(7):20.
[44]Tuk, Mirjam A., Peeter W.J. Verlegh, Ale Smidts, Daniel H.J. Wigboldus. Sales and sincerity:The role of relational framing in word-of-mouth marketing [J]. Journal of Consumer Psychology.2009,19(1):38-47.
[45]Verlegh, Peeter W.J.& Sarit Moldovan. What Drives Word of Mouth:A Multi-Disciplinary Perspective [J]. Advances in Consumer Research. 2008,35:49-51.
[46]Verlegh, Peeter W.J., Carolina M. Buijs & Andrea Zethof. Talk, Talk, Talk:Consumer Motives for Word-of-Mouth Referral [J]. Advances in Consumer Research.2008,35:49-51.
[47]Vohs, K.D., Mead, N.L.,& Goode, M.R. Merely activating the concept of money changes personal and interpersonal behavior [J]. Current Directions in Psychological Science,2006,17:208-212.
[48]Vohs, K.D., Mead, N.L.,& Goode, M.R. The psychological consequences of money [J]. Science.2006,314:1154-1156.
[49]Walker, L.Jean-Harrison. The measurement of word-of-mouth communication and an investigation of service quality and customer communication as potential antecedents [J]. Journal of service research, 2001,(4):60-75.
[50]Walster, Elaine, Ellen Berscheid,& G. William Walster. New Directions in Equity Research [J]. Journal of Personality and Social Psychology. 1973,25 (2):151-176.
[51]Walster, Elaine, G. William Walster & Ellen Berscheid, Equity:Theory and Research [M]. Boston:Allyn and Bacon.1978.
[52]Wasserman, Todd. P&G Buzz Program Tremor Moving on to Mothers [N]. Brandweek.2005.9(26):15.
[53]Weibel, Antoinette A., Rost, Katja & Osterloh, Margit, Crowding-Out of Intrinsic Motivation-Opening the Black Box [EB/OL]. Available at SSRN: http://ssrn.com/abstract=957770.2007.
[54]Wirtz, J., P. Chew. The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behavior [J]. International Journal of Service Industry Management.2002,13(2):141-162.