In his Research Talk on March 21st Vladas Griskevicius talked about "The Power of Social Norms Combined With Financial Incentives".

Abstract: In hopes of motivating consumers to provide larger volumes of useful product reviews, many retailers oer nancial incentives. Here, we explore an alternative approach, social norms. We inform individuals about the volume of reviews authored by other customers. We test the eectiveness of using nancial incentives, social norms, and a combination of both strategies in motivating consumers. In two randomized experiments, we compare the eectiveness of each strategy in stimulating online reviews in larger numbers and of greater length. We nd that nancial incentives are more eective at inducing larger volumes of reviews, but the reviews that result are not particularly lengthy, whereas social norms have a greater eect on the length of reviews. Importantly, we show that the combination of nancial incentives and social norms yields the greatest overall benet by motivating reviews in greater numbers and of greater length. Check out the agenda to find out more about the <link marketing forschung research-seminar-series>Research Seminar Series and our upcoming speakers.

The seminars are open to all WU faculties and students.