Thank You: When and Why Expressions of Gratitude Enhance Consumer Satisfaction and Loyalty

Organizations frequently thank consumers, but what effects do these expressions of gratitude have on consumers? Across four studies, we demonstrate that expressions of gratitude communicated by organizational representatives positively affect consumer attitudes and loyalty intentions, while outlining an important boundary condition (service quality) and process mechanism (disconfirmed expectations).


Jamie D. Hyodo, Karen Page Winterich, and Margaret G. Meloy (2013) ,"Thank You: When and Why Expressions of Gratitude Enhance Consumer Satisfaction and Loyalty", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Jamie D. Hyodo, Pennsylvania State University, USA
Karen Page Winterich, Pennsylvania State University, USA
Margaret G. Meloy, Pennsylvania State University, USA


NA - Advances in Consumer Research Volume 41 | 2013

Share Proceeding

Featured papers

See More


Understanding Consumer Sensory Preferences: An Ethnographic Investigation of Sensory Flamboyance and Subtlety in India

Tanuka Ghoshal, Baruch College, USA
Russell W. Belk, York University, Canada

Read More


Running Through Time: How Life Rhythms Foster Identity Permanence

Benjamin Rosenthal, Fundação Getúlio Vargas
Eliane Zamith Brito, Fundação Getúlio Vargas

Read More


Consumers’ Trust in Algorithms

Noah Castelo, Columbia University, USA
Maarten Bos, Disney Research
Donald Lehmann, Columbia University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.