The Inverse Power of Praise: How Pro-Social Marketing Messages Influence Consumer Behavior

Maryam Kouchaki, Harvard University, USA
Ata Jami, University of Central Florida, USA
We investigate the impact of different framings of pro-social marketing messages on consumers’ subsequent behaviors. We show that mere exposure to customer-praise messages (compared to company-praise and no-praise) licenses subsequent self-interested behaviors. Also, we identify two characteristics of praising messages and an individual difference variable that moderate this effect.
[ to cite ]:
Maryam Kouchaki and Ata Jami (2013) ,"The Inverse Power of Praise: How Pro-Social Marketing Messages Influence Consumer Behavior", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.