Consumers’ Perceptions of Corporate Communications

Sellers regularly communicate with customers to build relationships. For thank you notes and apology notes, we find that notes from an individual seller are evaluated more positively than notes from a company. However, when a gift is included with the note, notes from individual sellers and companies are evaluated similarly.


Hyebin Kim, Sydney Scott, and Rachel Gershon (2021) ,"Consumers’ Perceptions of Corporate Communications", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 932-932.


Hyebin Kim, Washington University in St.Louis
Sydney Scott, Washington University in St Louis
Rachel Gershon, San Diego


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


The Impact of Childhood Exposure to Interparental Conflict on Consumer Response to Online Reviews

Mengmeng Liu, Chinese University of Hong Kong, China
Maureen Morrin, Temple University, USA
Boyoun Grace Chae, Temple University, USA

Read More


Decreasing Impatience with Bundled Donations

Sachin Banker, University of Utah, USA

Read More


F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance

Wided Batat, American University Beirut

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.