Trivializing Compensation and Muddy Linings: When Firm Expenditures to Acknowledge Backfire

Peggy Liu, Duke University, USA
Cait Lamberton, University of Pittsburgh, USA
Kelly Haws, Vanderbilt University, USA
This research suggests that getting something may not always be better than nothing. Specifically, receiving a smaller-than-expected material benefit with a verbal acknowledgment can create a lower sense of appreciation and satisfaction than receiving a verbal acknowledgment alone: a curious effect we refer to as the “trivialization effect.”
[ to cite ]:
Peggy Liu, Cait Lamberton, and Kelly Haws (2014) ,"Trivializing Compensation and Muddy Linings: When Firm Expenditures to Acknowledge Backfire", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 582-583.