Thank You = Trust Me: When Gratitude Expressions Help Promote New Products
Drawing upon risk and trust theories, we find in four experiments that, in one-off (transactional) new product promotion interactions, a salesperson’s gratitude (vs. neutral) expression could elicit consumers’ felt appreciation and then influence their product evaluation via enhanced trust and reduced psychological risk. These positive reactions drive consumers’ purchase intentions.
Citation:
Maria Ng, Dejun Tony Kong, and Vanessa Patrick (2018) ,"Thank You = Trust Me: When Gratitude Expressions Help Promote New Products", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 944-944.
Authors
Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Names Are the Mirrors of the Soul: The Role of Possessive Brand Names in Brand Evaluations
Marina Puzakova, Lehigh University
Mansur Khamitov, Nanyang Technological University, Singapore
Featured
When do More Options Produce Worse Choice?
Shannon Duncan, Columbia University, USA
Ulf Bockenholt, Northwestern University, USA
Eric J Johnson, Columbia University, USA
Featured
I6. How Does Runner’s World Shape a Runner’s World? Understanding Representations of the “Ideal” Female Body in Fitness Advertising
Carly Drake, University of Calgary, Canada
Scott Radford, University of Calgary, Canada