Title

“A Cute Surprise”: Examining the Influence of Meeting Giveaways on Word-of-Mouth Intention

Document Type

Article

Publication Date

10-20-2020

Publication Title

Journal of Hospitality and Tourism Management

Volume

45

First page number:

456

Last page number:

463

Abstract

Although most meetings offer free giveaways to attendees, the role these giveaways plays in influencing attendees' behavioral intentions has received limited attention. This study contributes to event research by examining the impact of giveaways on meeting attendees' word-of-mouth (WOM) intention. Two 2 × 2 between-subjects experimental designs were utilized for this study. Results showed that high-value giveaways lead to greater WOM intention among meeting attendees compared to low-value giveaways. Moreover, the study found that cuteness and experienced unexpectedness moderate the effect of meeting giveaways' value on attendees’ WOM intention. Theoretical and practical implications are discussed.

Keywords

Meeting giveaways; WOM; Reciprocity theory; Cue utilization theory; Value; Cuteness; Unexpectedness

Disciplines

Hospitality Administration and Management

Language

English

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