17-I: Relational Greeting: When and When Not to Treat Your Consumers As Family

This research explores effects of relational greeting on consumer purchase intentions. Compared to stranger greeting, contact employees’ relational greeting towards consumers can lead to higher purchase intentions when consumers’ product knowledge is high, while the reverse happens with low knowledge. Consumers’ feeling of control mediates the effect of relational greeting.


Qichao Zhu, Maggie Wenjing Liu, and Chuang Wei (2017) ,"17-I: Relational Greeting: When and When Not to Treat Your Consumers As Family", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1071-1071.


Qichao Zhu, Tsinghua University, China
Maggie Wenjing Liu, Tsinghua University, China
Chuang Wei, Tsinghua University, China


NA - Advances in Consumer Research Volume 45 | 2017

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