The Effect of Gratitude Expression on Word-Of-Mouth Intentions

This research finds consumers’ tendency to reciprocate firm’s favor is modulated when they were given a chance to express gratitude. Participants who were guided to express their gratitude reported significantly lower intention to generate WOM offline or online compared to those who expressed happiness or those in control condition.



Citation:

Christine Kang (2020) ,"The Effect of Gratitude Expression on Word-Of-Mouth Intentions", 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: 1201-1201.

Authors

Christine Kang, California State University Long Beach, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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