I Will Get a Reward, Too: Disclosing the Referrer-Reward Increases Referring

Customer referral programs ("Refer a friend, reward yourself!") are prevalent nowadays because they can be a cost-effective way to acquire new customers. While customer referral is an appealing idea to marketers, consumers are not enthusiastic--even among the most satisfied, only 29% participate. Here, Tu et al propose a subtle change regarding the design of the referral message, which most companies automatically generate for customers to send to their friends.