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
Is Congruity Desirable for Brand Extensions? A Conceptual and Meta-Analytic Review
Qian (Claire) Deng, University of Prince Edward Island
Paul Richard Messinger, University of Alberta, Canada
Featured
Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness
Dionysius Ang, Leeds University Business School
Featured
When People Stop Being Nice and Start Getting “Real”: Use of Identity Labels for Stigmatized Groups
Esther Uduehi, University of Pennsylvania, USA
Americus Reed, University of Pennsylvania, USA