The emotional toll of referral rewards: uncovering the relationship between referral rewards, anticipated embarrassment, self-image-concern, and recommendation likelihood
Abstract
Using four experiments (N=765), this research shows that a referral reward offered only to the recommender negatively affects recommendation likelihood via anticipated embarrassment, and this effect is stronger for customers with high self-image-concern but can be minimized by appropriate reward design (e.g., reward both scheme and choice of reward).
Fields of Study & Subjects
Emotions and Moral Behavior
Anxiety
Depression
Psychometrics
Treatment
Cognitive Processes
Customer Service Quality and Loyalty
Publication details
- Journal / source
- Aston Publications Explorer (Aston University)
- Publication date
- 13 February 2026
- Language
- EN