Enhancing compliance among channel members by modeling reward events: matching motivation and ability with model selection

Xu (Vivian) Zheng (), Xiaoling Li (), Xingyao Ren () and Zhilin Yang ()
Additional contact information
Xu (Vivian) Zheng: City University of Hong Kong
Xiaoling Li: Chongqing University
Xingyao Ren: Nankai University
Zhilin Yang: City University of Hong Kong

Journal of the Academy of Marketing Science, 2020, vol. 48, issue 2, No 10, 349 pages

Abstract: Abstract Enhancing compliance among channel members is a core, challenging issue in channel management. Building upon social comparison theory, we argue that distributors’ compliance with channel programs may hinge upon their motivation and their perceived ability to comply. To enhance distributors’ compliance level, manufacturers can proactively model reward events to positively influence observing distributors. Our empirical results from one experiment and one field survey confirm that, if distributors lack motivation to comply with the channel program, manufacturers should model a high-performance distributor as a reward recipient, which enhances observers’ compliance through a decrease in perceived financial uncertainty. In contrast, if distributors perceive themselves as having a low ability to comply with the channel program, manufacturers should model a mediocre-performance distributor as the reward recipient, which enhances observers’ compliance through an increase in perceived goal attainability.

Keywords: Reward; Modeling; Social comparison; Observer; Compliance (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s11747-019-00681-7 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:joamsc:v:48:y:2020:i:2:d:10.1007_s11747-019-00681-7

Ordering information: This journal article can be ordered from
https://www.springer ... gement/journal/11747

DOI: 10.1007/s11747-019-00681-7

Access Statistics for this article

Journal of the Academy of Marketing Science is currently edited by John Hulland, Anne Hoekman and Mark Houston

More articles in Journal of the Academy of Marketing Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().