“No, Thanks”: How Do Requests for Feedback Affect the Consumption Behavior of Non-Compliers?
通过两项大规模现场实验，研究了用户收到评价请求后，无论是否遵从，其后续付费转化率均显著提升，且效果持续超过90天。
Abstract Consumers’ feedback helps firms, yet most requests for feedback are unanswered. Research on question–behavior effects suggests that providing feedback on prior experiences might influence subsequent consumption behavior, but provides little insight regarding users who decline requests (e.g., by clicking “No, Thanks”). Accordingly, we investigate whether the exposure to a request to rate a consumption experience influences users’ future conversion regardless of their compliance. We carried out two large-scale field studies in collaboration with a leading international website that offers basic service for free, and additional desirable features for a fee (“freemium”). We exposed users to a rating request and measured their subsequent likelihood of converting to the paid service. Users exposed to a rating request were more likely to convert compared with users who were not exposed; this effect persisted over 90 days. Notably, users who complied with the request were no more likely to convert compared with non-compliers.