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 More

Featured

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

Read More

Featured

Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness

Dionysius Ang, Leeds University Business School

Read More

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

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.