Please wait a minute...
Advances in Psychological Science    2015, Vol. 23 Issue (1) : 11-21     DOI: 10.3724/SP.J.1042.2015.00011
Conceptual Framework |
The Influencing Mechanism of Referral Reward Program on Referral Behavior: From the Perspective of Conflicts between Social Norm and Market Norm
LI Huifan1,2; FAN Xiucheng2; CAO Huarui3; DU Jiangang4
(1 International Business Institute, Nankai University, Tianjin 300457, China) (2 Service Marketing and Management center, Fudan University, Shanghai 200433, China) (3 Management School, Tianjin Normal University, Tianjin 300387, China) (4 Business School, Nankai University, Tianjin 300071, China)
Download: PDF(347 KB)  
Export: BibTeX | EndNote | Reference Manager | ProCite | RefWorks    
Abstract  

Referral reward program (RRP) is becoming a powerful weapon of acquiring new customers and retaining old customers. However, the lack of research on RRP, especially with respect to the influences of RRP on consumer referral behavior, is contrary to the practices. Building upon work from marketing, psychology of motivation, psychology of emotion, and behavioral economics, a influencing mechanism model of RRP on referral behavior from the perspective of conflicts between social norm and market norm is presented. The study will be organized as follows. First, the effects of incentive schemes and social norm on the consumers’ referral motivations will be explored. Second, the mediating role of emotion between the congruence of motivations and referral behavior will be investigated. Third, the moderating effects of causality orientation, self-awareness, and cultural values on the above relationships will be clarified. Following this line of reasoning, findings from these studies will provide important theoretical and practical implications.

Keywords referral reward program (RRP)      social norm      intrinsic motivation      extrinsic motivation      emotion     
Corresponding Authors: LI Huifan, E-mail: nkvivianlee@163.com   
Issue Date: 15 January 2015
Service
E-mail this article
E-mail Alert
RSS
Articles by authors
LI Huifan
FAN Xiucheng
CAO Huarui
DU Jiangang
Cite this article:   
LI Huifan,FAN Xiucheng,CAO Huarui, et al. The Influencing Mechanism of Referral Reward Program on Referral Behavior: From the Perspective of Conflicts between Social Norm and Market Norm[J]. Advances in Psychological Science, 2015, 23(1): 11-21.
URL:  
http://journal.psych.ac.cn/xlkxjz/EN/10.3724/SP.J.1042.2015.00011     OR     http://journal.psych.ac.cn/xlkxjz/EN/Y2015/V23/I1/11
[1] ZHANG Xiuping, ZHANG Yuping, YANG Xiaohong, YANG Yufang.  Emotion comprehension in discourse and its cognitive neural mechanism[J]. Advances in Psychological Science, 2017, 25(8): 1289-1298.
[2] LU Fang.  The precedent correlates of parent-child emotion talk in early childhood[J]. Advances in Psychological Science, 2017, 25(7): 1162-1171.
[3] ZHANG Yinpu, SHI Wei, LUO Ben Nanfeng, XING Lu, XU Yuan.  Applications of experience sampling method in organizational behavior research[J]. Advances in Psychological Science, 2017, 25(6): 943-954.
[4] YIN Rong, ZHANG Fei-Fei, WANG Yuan-Yuan, XU Zhi-Hong.  Collective guilt: Definition, psychological mechanisms, action tendency and interventions[J]. Advances in Psychological Science, 2017, 25(6): 1058-1068.
[5] LU Jun; CHEN Hao; YUE Guoan. Tight-loose culture: A new dimension of cross-cultural psychology[J]. Advances in Psychological Science, 2017, 25(5): 887-902.
[6] WANG Zuo-Jun; HOU Yi-Ru; KUANG Yi; TANG Hui-Yi. The amplification effect of group-shared emotion[J]. Advances in Psychological Science, 2017, 25(4): 662-671.
[7] HU Rui; LIANG Zong-bao; ZHANG Guang-zhen; DENG Hui-hua. The perspective of emotional parenting: Relation between parental meta-emotion philosophy and children’s psychosocial adjustment[J]. Advances in Psychological Science, 2017, 25(4): 599-608.
[8] ZHANG Shunmin; FENG Tinyong. Neural mechanisms and gene of procrastination based on a behavior-brain-gene perspective[J]. Advances in Psychological Science, 2017, 25(3): 393-403.
[9] LIAO Huahua; YAN Aimin. Understanding emotional labor from a contingent perspective: A review on moderating variables and mechanisms[J]. Advances in Psychological Science, 2017, 25(3): 500-510.
[10] WANG Pei; LIU Yonghe; TAN Chenhao; LI Yu; WANG Zixin; BAI Yonghai. Conflict schemas moderate the effects of emotions on interpersonal relations[J]. Advances in Psychological Science, 2017, 25(2): 331-341.
[11] MA Jianling; LIU Chang; FU Mingqiu. Neural mechanism of how emotion affects conflict processing[J]. Advances in Psychological Science, 2017, 25(1): 49-58.
[12] ZHOU Yu; ZHANG Dandan. Emotional and social cognitive auditory processing during infancy[J]. Advances in Psychological Science, 2017, 25(1): 67-75.
[13] LU Kexin; SHEN Kehan; LI Hong. The role of emotion in terror management theory[J]. Advances in Psychological Science, 2017, 25(1): 76-85.
[14] YIN Rong; ZHANG Feifei; WANG Yuanyuan; WEI Chenming. YIN Rong; ZHANG Feifei; WANG Yuanyuan; WEI Chenming[J]. Advances in Psychological Science, 2017, 25(1): 156-168.
[15] Cheng Chen; Kaibin Jin; Hongmei Yan. Emotion Cognition Requires Very Little Attention and Varies with the Competing Task[J]. Advances in Psychological Science, 2016, 24(Suppl.): 56-.
Viewed
Full text


Abstract

Cited

  Shared   
  Discussed   
Copyright © Advances in Psychological Science
Support by Beijing Magtech