Does Sparing the Rod Spoil the Child? How Praising, Scolding, and Assertive Tone Can Encourage Pro-Social Behavior
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).
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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 599-600.
Ann Kronrod, Michigan State University, USA
Amir Grinstein, Northeastern University, USA
NA - Advances in Consumer Research Volume 43 | 2015
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