5-W: Why Firms Should Be Thankful For Thankful Customers: Incidental Gratitude Increases Satisfaction With Consumption Experiences

Arianna Uhalde, University of Southern California, USA
Valerie Folkes, University of Southern California, USA
Three studies demonstrate incidental gratitude influences consumers’ reactions to product failure experiences. Incidental gratitude (vs. non-emotionally infused thoughts about others, incidental pride in oneself, and incidental admiration of others) 1) increases satisfaction by fostering compassion, and 2) reduces behaviors like spreading negative WOM and grudge-holding against the firm.
[ to cite ]:
Arianna Uhalde and Valerie Folkes (2017) ,"5-W: Why Firms Should Be Thankful For Thankful Customers: Incidental Gratitude Increases Satisfaction With Consumption Experiences", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research.