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.
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.
Christine Kang, California State University Long Beach, USA
NA - Advances in Consumer Research Volume 48 | 2020
A2. A Window to the Brand's Soul: How Models' Eyes Affect Consumers' Attitudes
Maria Giulia Trupia, IESE Business School
Martina Cossu, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy
Doing Worse but Feeling Better: Consequences of Collective Choice
Nuno Jose Lopes, University of Navarra
Elena Reutskaja, IESE Business School
P2. The Upside of Myopic Loss Aversion
Daniel Wall, Carnegie Mellon University, USA
Gretchen Chapman, Carnegie Mellon University, USA