Does Sparing the Rod Spoil the Child? How Praising, Scolding, and Assertive Tone Can Encourage Pro-Social Behavior

Ann Kronrod, Michigan State University, USA
Amir Grinstein, Northeastern University, USA
To encourage pro-social behavior marketers sometimes praise (Good job!) and sometimes scold (We’re not there yet) consumers. Two field and two lab experiments demonstrate that assertive praising and non-assertive scolding are the most influential on pro-social behavior. This effect is mediated by guilt (for scolding) and optimism (for praising).
[ to cite ]:
Ann Kronrod and Amir Grinstein (2015) ,"Does Sparing the Rod Spoil the Child? How Praising, Scolding, and Assertive Tone Can Encourage Pro-Social Behavior ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 599-600.