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.
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.
Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA
NA - Advances in Consumer Research Volume 46 | 2018
The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?
David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada
Perspectives on “What Can We Trust? Perceptions of, and Responses to, Fake Information” and the Changing Values of Information
Kristen Lane, University of Arizona, USA
Merrie Brucks, University of Arizona, USA
Losing Fast or Slow? Preferences for Uncertainty Resolution
Kurt P. Munz, New York University, USA
Alixandra Barasch, New York University, USA