Title: Stimulating referral behavior may backfire for men: The effect of referral failure on susceptibility to persuasion
Authors: Claus, Bart ×
Geyskens, Kelly
Dewitte, Siegfried
Millet, Kobe #
Issue Date: Feb-2009
Host Document: Advances in Consumer Psychology vol:1 pages:250-250
Conference: Society for Consumer Psychology Conference (SCP) location:San Diego, CA date:12-14 February 2009
Abstract: The effects of word-of-mouth (WOM) on the receiver of the information conveyed have extensively been researched. It remains open, however, whether referral outcome has an effect on the sender. Two studies reveal that male consumers’openness to advice is lower when their own advice was not followed, and differences in self-esteem drive this effect. We show that referral failure questions the referrer’s status, and sufficiently high self-esteem is needed to bare this cost of a negative referral outcome. This result suggests that stimulating WOM behavior may backfire when the receivers ignore the recommendation.
Publication status: published
KU Leuven publication type: IMa
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
× corresponding author
# (joint) last author

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