Renaud Legoux

Symbolic promotions: Conceptualization and empirical investigation

Abstract Symbolic promotions are an increasingly prevalent marketing practice globally, yet little is known about how or when they influence consumer behavior. We conceptualize symbolic promotions as a distinct type of sales promotion that creates value by reinforcing consumers'...

Be careful what you pay for: the effect of performance contingent incentives on online product reviews

Purpose This research investigates how performance-contingent incentivization schemes affect online review contributions. It explores the interplay between financial incentives, prosocial reinforcement (social versus reciprocal exchange) and reviewer experience. Design/methodolog...