Wat gebeurt er als je consumenten beloont voor mond tot mond reclame?

Mond tot mond communicatie heeft veel invloed op productkeuzes en aankoopbeslissingen van consumenten. Omdat dit zo veel invloed heeft, proberen marketeers deze communicatie te stimuleren, bijvoorbeeld door consumenten te belonen voor een aanbeveling. In dit onderzoek richten we ons op de vraag hoe de ontvanger van een beloonde aanbeveling hier op reageert. We argumenteren dat de introductie van een beloning als gevolg heeft dat een aanbeveling zowel aspecten krijgt van een vriendschapsrelatie als van een verkooprelatie. We tonen aan dat de relatieve saillantie van deze relaties zowel invloed heeft op de beoordeling van de aanbeveler als op de neiging om op de aanbeveling in te gaan. We laten ook zien dat dit een onbewust proces is. Tevens blijkt dat het onthullen van een !nanciële beloning in dergelijke interacties een positieve invloed heeft. Marketingimplicaties voor het belonen van aanbevelingen worden besproken

Inhibitory Spillover: Increased Urination Urgency Facilitates Impulse Control in Unrelated Domains

Visceral states are known to reduce the ability to exert self-control. In the current research, we investigated how self-control is affected by a visceral factor associated with inhibition rather than with approach: bladder control. We designed four studies to test the hypothesis that inhibitory signals are not domain-specific but can spill over to unrelated domains, resulting in increased impulse control in the behavioral domain. In Study 1, participants’ urination urgency correlated with performance on color-naming but not word-meaning trials of a Stroop task. In Studies 2 and 3, we found that higher levels of bladder pressure resulted in an increased ability to resist impulsive choices in monetary decision making. We found that inhibitory spillover effects are moderated by sensitivity of the Behavioral Inhibition System (Study 3) and can be induced by exogenous cues (Study 4). Implications for inhibition and impulse-control theories are discussed

Sales and sincerity: The role of relational framing in word-of-mouth marketing

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 disclosing the presence of financial motives, but also by the activation of a market pricing (‘sales’) relationship norm. However, such a norm has a negative effect on compliance with the referral. The effects of relationship norms are strongest when cognitive capacity is impaired, which suggests that the influence of relationship norms occurs outside the awareness of consumers. Conversely, the impact of disclosures is stronger when consumers have full cognitive capacity available

Inhibitory spillover: Increased urination urgency facilitates impulse control in unrelated domains

Visceral states are known to have a (detrimental) impact on our ability to exert self-control. In the current research, we investigate the impact of a visceral factor associated with inhibition, rather than with approach: bladder control. We argue that inhibitory signals are not domain specific, but can spill over to unrelated domains, resulting in increased impulse control in the behavioral domain. We show that urination urgency correlates with improved performance on color naming but not word meaning trials of a Stroop task (Study 1). In Study 2 and 3, we show that higher levels of bladder control result in an increasing ability to resist more immediate temptations in monetary decision making. We show that inhibitory spillover effects are moderated by sensitivity of the behavioral inhibition system (BIS, Study 3), and can be induced by exogenous cues (Study 4). Implications for inhibition and impulse control theories are discussed.nrpages: 21status: publishe

The role of visual attention in product selection

While pop-up ads are designed to inform consumers, they can interfere with online browsing behaviour. Although our visual system allows this seemingly irrelevant information through its filters, it does not always result in negative consequences. The purpose of this project is to investigate how distracting images can result in favourable or unfavourable preferences for an online product depending on their location, colour, and duration. The theoretical contribution will be made to phenomenon in psychology called Inhibition of Return (IOR), which will be applied in a marketing setting. In experiments one and two, visual attention is measured by reaction time to the location and colour of objects while visual distractions are ignored. The third experiment explores the role of attention on product preference. In sum, by manipulating the location and colour of visual distractions, we showed that this has an effect on the participants’ reaction times and potential product preferences