The Impact of Gratitude on Consumer Maximization Tendency in Decision-Making
This research shows that gratitude can increase consumers’ maximization tendency, evidenced by searching for more options, spending more time on decision-making, and choosing stores with larger assortment sizes. This effect appears because gratitude activates a self-improvement motivation. Furthermore, we show the situations in which the proposed effect is weakened.
Dongjin He, Brent McFerran, and Yuwei Jiang (2020) ,"The Impact of Gratitude on Consumer Maximization Tendency in Decision-Making", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1198-1198.
Dongjin He, Hong Kong Polytechic University, China
Brent McFerran, Simon Fraser University, Canada
Yuwei Jiang, Hong Kong Polytechic University, China
NA - Advances in Consumer Research Volume 48 | 2020
Can “Related Articles” Correct Misperceptions from False Information on Social Media?
Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA
Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift
Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana
How Mortality Salience Shapes Consumers’ Responses to Brands
Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University