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首页> 外文期刊>Journal of Business Research >Surprise rewards and brand evaluations: The role of intrinsic motivation and reward format
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Surprise rewards and brand evaluations: The role of intrinsic motivation and reward format

机译：惊喜奖励和品牌评估：内在动机和奖励格式的作用

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摘要

Surprise is a neutral amplifier of emotions and used by marketers to elevate customer affect from satisfaction to delight. The dark side of surprise, however, is that it can turn something mildly unpleasant into something very unpleasant. In this paper, we argue that cash rewards may undermine intrinsic motivation, since cash is an item of trade, and adding a surprise element to the reward may amplify the inherently negative affect. We show that, compared to an expected cash reward, a surprise cash reward degrades evaluations of the focal brand among the more intrinsically engaged consumers. However, the negative effect of surprise reduces (1) if consumers feel that rewards signal communality (friendship) rather than a transaction and (2) if we change the reward's format from cash to a gift card.
机译：惊喜是一种中性放大器的情感，由营销人员使用，以提升客户影响满足令人愉悦。然而，令人惊讶的黑暗面是它可以转变有点不愉快的东西变得非常令人不愉快。在本文中，我们认为现金奖励可能会破坏内在动机，因为现金是贸易项目，并为奖励添加一个惊喜元素可能会扩大固有的负面影响。我们展示了与预期的现金奖励相比，一个惊喜的现金奖励在更有内在的消费者中降低了焦点品牌的评估。然而，如果消费者认为奖励信号共态（友谊）而不是交易，并且（2）如果我们将奖励的格式从现金更改为礼品卡，则会减少（1）

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