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.



Citation:

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.

Authors

Dongjin He, Hong Kong Polytechic University, China
Brent McFerran, Simon Fraser University, Canada
Yuwei Jiang, Hong Kong Polytechic University, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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