dr. M.A. (Mirjam) Tuk
Mirjam Tuk is an associate professor of marketing at RSM Erasmus University, where she teaches various courses to Bachelor, Master and Executive MBA students. Her research interest centers around how to encourage consumers to make better decisions. To this aim, she studies both fundamental self-contol processes as well as the role of technological advancements. Her work has been published in major journals such as Journal of Consumer Research, Organizational Behavior and Human Decision Processes, Journal of Experimental Psychology - General and Psychological Science. She won an IgNobel award for her work in 2011. Prior to joining RSM, she was an associate professor of marketing at Imperial College Business School, where she taught various marketing courses.
A complete CV can be found here
PhD Track Is Friendship Silent When Money Talks? How People Respond to Word-of-Mouth Marketing
Word of mouth is a powerful source of consumer influence. Therefore, marketers nowadays are interested in managing word of mouth. An often implemented strategy is stimulating customers to talk about a product by providing a (financial) reward for successful recommendations (‘buzz’). Previous research showed that rewards have a positive influence on recommendation likelihood. In this dissertation, it is investigated how people receiving these rewarded recommendations evaluate these recommendations and the recommending agent. It is argued that a reward leads to three important changes in the recommendation, and their impact is investigated in a series of experiments. First, a reward introduces a sales aspect in the interaction, and thereby transgresses boundaries that exist between sales and friendship norms. Second, the reward sheds doubts on the trustworthiness of the recommendation (agent). Third, rewarded recommendations are relatively often directed towards weak ties (i.e., acquaintances and less intimate friends). This dissertation shows that cues that hint at the presence of a financial reward (by increased salience of sales relationship norms, a disclosure of the reward, or by a slightly untrustworthy appearance) have a positive effect; people evaluate the recommending agent more positively than when these cues are lacking. The impact of these factors on product evaluations and recommendation compliance is mixed. To gain insight in weak tie recommendations, the impact of social categorization was examined. Recommendations from outgroup members can backfire and lead to contrasting evaluations of the target product. Ultimately, this dissertation provides in-depth insights into rewarded recommendations from a target point-of-view.
- Keywords
- word of mouth, word-of-mouth marketing, relationship norms, trustworthiness, facial characteristics, social categorization, persuasion
- Time frame
- 2002 - 2008
Publications
Abstract (1)
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Academic (1)
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de Langhe, B., Sweldens, S., Osselaer, S., & Tuk, M. (2009). The Emotional Information Processing System is Risk Averse: Ego-Depletion and Investment Behavior. 604-605.
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Article (18)
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Academic (18)
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Celiktutan, B., Klesse, A. K., & Tuk, M. A. (2024). Acceptability lies in the eye of the beholder: Self-other biases in GenAI collaborations. International Journal of Research in Marketing. Advance online publication. https://doi.org/10.1016/j.ijresmar.2024.05.006
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Zhang, Y., Tuk, M., & Klesse, A. K. (Accepted/In press). Giving AI a Human Touch: Highlighting Human Input Increases the Perceived Helpfulness of Advice From AI Coaches. Journal of the Association for Consumer Research. https://doi.org/10.1086/730710
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Gai, J., Tuk, M., & Sweldens, S. (2022). Light or Regular, Now or Later: The Impact of Advance Ordering and Restrained Eating on Choices and Consumption of Light and Regular Vice Food. Journal of the Association for Consumer Research, 7(4), 492-500. https://doi.org/10.1086/720446
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Tuk, M., Prokopec, S., & Van den Bergh, B. (2021). Do versus Don't: The Impact of Framing on Goal Level Setting: Journal of Consumer Research, Volume 47, Issue 6, April 2021, Pages . Journal of Consumer Research, 1003–1024. https://doi.org/10.1093/jcr/ucaa050, https://doi.org/10.1093/jcr/ucaa050
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Tuk, M., Verlegh, PWJ., Smidts, A., & Wigboldus, DHJ. (2019). You and I Have Nothing in Common: The Role of Dissimilarity in Interpersonal Influence. Organizational Behavior and Human Decision Processes, 151, 49-60. https://doi.org/10.1016/j.obhdp.2018.12.010
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Zhao, D., Corsetti, M., Moeini-Jazani, M., Weltens, N., Tuk, M., Tack, J., Warlop, L., & Van Oudenhove, L. (2019). Defecatory urge increases cognitive control and intertemporal patience in healthy volunteers. Neurogastroenterology and Motility, 31(7), Article e13600. https://doi.org/10.1111/nmo.13600
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Sweldens, S., Tuk, M., & Hütter, M. (2017). How to Study Consciousness in Consumer Research, A Commentary on Williams and Poehlman. Journal of Consumer Research, 44(2), 266-275. https://doi.org/10.1093/jcr/ucx044
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Tuk, M., Zhang, K., & Sweldens, S. (2015). The propagation of self-control: Self-control in one domain simultaneously improves self-control in other domains. Journal of Experimental Psychology-General, 144(3), 639-654. https://doi.org/10.1037/xge0000065
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Tuk, M., Zhang, K., & Sweldens, S. (2013). Self-Control Spillover: Impulse Inhibition Facilitates Simultaneous Self-Control in Unrelated Domains. Advances in Consumer Research, 40, 858-859.
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Verlegh, PWJ., Ryu, G., Tuk, M., & Feick, L. (2013). Receiver Responses to Rewarded Referrals: The Motive Inference Framework. Journal of the Academy of Marketing Science, 41(6), 669-682. https://doi.org/10.1007/s11747-013-0327-8
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Verhoef, PC., Pauwels, K., & Tuk, M. (2012). Assessing Customer Evaluation and Revenue Consequences of Component Sharing Across Brands in the Vertical Product Line. Journal of Product Innovation Management, 29(4), 559-572.
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Tuk, M. A., Trampe, D., & Warlop, L. (2011). Inhibitory spillover: Increased urination urgency facilitates impulse control in unrelated domains. Psychological Science, 22(5), 627-633. https://doi.org/10.1177/0956797611404901
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Tuk, M., Verlegh, PWJ., Smidts, A., & Wigboldus, DHJ. (2009). Interpersonal relationship moderate the effect of faces on person judgments. European Journal of Social Psychology, 39(5), 757-767. https://doi.org/10.1002/ejsp.576
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Tuk, M., Verlegh, PWJ., Smidts, A., & Wigboldus, DHJ. (2009). Sales and sincerity: The role of relational framing in word-of-mouth marketing. Journal of Consumer Psychology, 19(1), 38-47. https://doi.org/10.1016/j.jcps.2008.12.007
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Tuk, M., Verlegh, PWJ., Smidts, A., & Wigboldus, DHJ. (2009). Wat gebeurt er als je consumenten beloont voor mond tot mond reclame? Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2009, 119-132. http://hdl.handle.net/1765/20512
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Tuk, M., Verlegh, PWJ., Smidts, A., & Wigboldus, DHJ. (2009). The impact of social categorization on persuasion attempts. Advances in Consumer Research, 36, 596-597.
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Tuk, M., Verlegh, PWJ., Smidts, A., & Wigboldus, DHJ. (2005). Activation of salesperson stereotypes affects perceptions of word-of-mouth referral. Advances in Consumer Research, 32(1), 256-257.
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Verlegh, PWJ., Verkerk, C., Tuk, M., & Smidts, A. (2004). Consumers or sellers? The role of persuasion knowledge in customer referral. Advances in Consumer Research, 31(1), 304-305.
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Chapter (2)
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Academic (2)
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Klesse, A. K., Zhang, Y., & Tuk, M. (Accepted/In press). Algorithm Aversion. In Elgar Encyclopedia of Consumer Behaviour Edward Elgar Publishing.
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Tuk, M., Smidts, A., Verlegh, PWJ., & Wigboldus, DHJ. (2005). Vriendelijke verkopers of verkopende vrienden. In E. H. Gordijn, & R. Holland (Eds.), Jaarboek Sociale Psychologie (pp. 431-438). ASPO Pers. http://hdl.handle.net/1765/12205
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Conference proceeding (3)
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Academic (3)
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Verlegh, PWJ., Smidts, A., Wigboldus, DHJ., & Tuk, M. (2006). I don't trust you, but I buy what you're saying. In G. J. Avlonitis, N. Papavassiliou, & P. Papastathopoulou (Eds.), Sustainable Marketing Leadership Proceedings of the 35th EMAC Conference (Vol. 34). EMAC.
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Verlegh, PWJ., Smidts, A., & Tuk, M. (2005). The "who?", "how?", and "why?" of word of mouth. In C. P. Haugtvedt, D. Merunka, & L. Warlop (Eds.), The La Londe seminar - 32nd International Research Seminar in Marketing (pp. 312-322)
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Tuk, M., Smidts, A., Verlegh, PWJ., & Wigboldus, DHJ. (2005). An interesting study on persuasion:The role of source perception and ulterior motives in interpersonal influence. In Proceedings of the 34th EMAC conference EMAC.
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Doctoral Thesis (1)
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Internal (1)
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Tuk, M. (2008). Is friendship silent when money talks? How people respond to word-of-mouth marketing. [Doctoral Thesis, Erasmus University Rotterdam]. Erasmus University Rotterdam (EUR).
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PhD Tracks (8)
- Role: Co-promotor
- PhD Candidate: Begum Celiktutan
- Time frame: 2020 -
- Role: Co-promotor
- PhD Candidate: Almira Abilova
- Time frame: 2019 -
- Role: Co-promotor
- PhD Candidate: Marina Lenkovskaya
- Time frame: 2021 -
- Role: Co-promotor
- PhD Candidate: Ting-Yi Lin
- Time frame: 2021 -
- Role: Member Doctoral Committee
- PhD Candidate: Gizem Yalcin
- Time frame: 2017 - 2022
- Role: Member Doctoral Committee
- PhD Candidate: Catalina Ratala
- Time frame: 2012 - 2022
- Role: Promotor
- PhD Candidate: Ragna-Britt Taube
- Time frame: 2022 -
Course (1)
- Specialization Module on Consumer Behavior (2023/2024)
Event (1)
Address
Office: T10-12
Burgemeester Oudlaan 50
3062 PA Rotterdam
Postbus 1738
3000 DR Rotterdam
Netherlands
Supervisory Team
