16-D: Don’T Appreciate Your Customer Too Much: Business Gift Giving and Verbal Acknowledgement
We examine how verbal acknowledgment of customer value could make business gifts backfire. Business gifts increase customer attitude when customer value is not salient. However, their effects could be diminished or become negative when marketers highly acknowledge customer value.
Yanfen You, Massimiliano Ostinelli, and Xiaojing Yang (2017) ,"16-D: Don’T Appreciate Your Customer Too Much: Business Gift Giving and Verbal Acknowledgement", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1069-1069.
Yanfen You, University of Wisconsin - Milwaukee, USA
Massimiliano Ostinelli, University of Wisconsin - Milwaukee, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
NA - Advances in Consumer Research Volume 45 | 2017
L5. Understanding the components and effects of the Omnichannel Seamless Experience.
PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)
E2. Donation versus Adoption: How the Mode of Helping Moderates the Effect of Emotions on Helping
Ziqi Shang, Renmin University of China
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA
Felt Ambivalence: Exploring the Storage Structure and Role of Situational Relevance on the Accessibility of Dominant and Conflicting Reactions
Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, University of California, Davis