Thank You = Trust Me: When Gratitude Expressions Help Promote New Products

• In Event: 9.15 Trust, Technology, and Relationships

Short Abstract

Drawing upon risk and trust theories, we find in four experiments that, in one-off (transactional) new product promotion interactions, a salesperson’s gratitude (vs. neutral) expression could elicit consumers’ felt appreciation and then influence their product evaluation via enhanced trust and reduced psychological risk. These positive reactions drive consumers’ purchase intentions.

Authors

• Maria Ng, University of Houston, USA

• Dejun Tony Kong, University of Houston, USA

• Vanessa Patrick, University of Houston, USA