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.



Citation:

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.

Authors

Yanfen You, University of Wisconsin - Milwaukee, USA
Massimiliano Ostinelli, University of Wisconsin - Milwaukee, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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