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
Boomerang Effect: How Sustainable Disposal Options Spur Green Consumers to Overconsume
Sommer Kapitan, Auckland University of Technology, New Zealand
Saerom Lee, University of Texas at San Antonio, USA
Eunjoo Han, Auckland University of Technology, New Zealand
Featured
To Trace is to Trust: From Product Traceability to Brand Trust
Jing Wan, University of Groningen, The Netherlands
Pankaj Aggarwal, University of Toronto, Canada
Min Zhao, Boston College, USA
Featured
Speaking ill of Others: When Negatively-Valenced Gossip Fosters Social Connection
Alixandra Barasch, New York University, USA
Jonathan Zev Berman, London Business School, UK
Heeyoung Yoon, New York University, USA