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Title: Stimulating referral behavior may backfire for men: The effect of referral failure on susceptibility to persuasion
Authors: Geyskens, Kelly
Dewitte, Siegfried
Millet, Kobe
Issue Date: 2006
Publisher: K.U.Leuven - Faculty of Economics and Applied Economics
Series Title: DTEW - MO_0609 pages:1-32
Abstract: We present the referral-backfire effect, reflecting the phenomenon that consumers become less susceptible to persuasive attempts when they experienced referral failure. In two lab studies and one field study, we provide evidence for the effect and for the hypothesis that the effect occurs because referral failure is interpreted as a sign that the sender's social relations are threatened.
Publication status: published
KU Leuven publication type: IR
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven

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