5-W: Why Firms Should Be Thankful For Thankful Customers: Incidental Gratitude Increases Satisfaction With Consumption Experiences
Three studies demonstrate incidental gratitude influences consumers’ reactions to product failure experiences. Incidental gratitude (vs. non-emotionally infused thoughts about others, incidental pride in oneself, and incidental admiration of others) 1) increases satisfaction by fostering compassion, and 2) reduces behaviors like spreading negative WOM and grudge-holding against the firm.
Arianna Uhalde and Valerie Folkes (2017) ,"5-W: Why Firms Should Be Thankful For Thankful Customers: Incidental Gratitude Increases Satisfaction With Consumption Experiences", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1063-1063.
Arianna Uhalde, University of Southern California, USA
Valerie Folkes, University of Southern California, USA
NA - Advances in Consumer Research Volume 45 | 2017
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