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The role of risk preference in referral reward programs
Journal of Marketing Theory and Practice Pub Date : 2024-01-29 , DOI: 10.1080/10696679.2023.2291709
Tuo Wang 1 , Chanho Song 2 , Michael Y. Hu 3
Affiliation  

This study explores the impacts of the referrer’s risk preference and reward size on the number of referrals and type of friends referred (i.e., tie strength). Risk preference (i.e., appetite for r...

中文翻译:

风险偏好在推荐奖励计划中的作用

本研究探讨了推荐人的风险偏好和奖励大小对推荐数量和推荐朋友类型(即关系强度)的影响。风险偏好(即对风险的偏好...
更新日期:2024-01-29
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