Advance Gratitude Expressions As a Prosocial Appeal

Across three studies, we show that a simple expression of advance gratitude enhances consumers’ moral awareness and increases prosocial behaviour, in the form of financial donations and volunteering to charitable organisations. We further demonstrate that the direction of the effect is moderated by connectedness to the cause.


Leandro Galli, Katherine White, Piotr Winkielman, and Hongwei He (2016) ,"Advance Gratitude Expressions As a Prosocial Appeal", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 447-448.


Leandro Galli, Warwick Business School, University of Warwick and London Business School, UK
Katherine White, Sauder School of Business, University of British Columbia, Canada
Piotr Winkielman, University of California San Diego, USA
Hongwei He, University of Strathclyde, UK


NA - Advances in Consumer Research Volume 44 | 2016

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