Too Exciting to Care? When Expressing Gratitude Is a Detriment to the Brand
Bibliographic Data
| ID | 21423048 |
|---|---|
| Authors | Dora E Bock (0000-0001-6161-1508, Auburn University, Auburn, Alabama, USA, corresponding author), Vicky L Thomas (0000-0001-8832-703X, Old Dominion University, Norfolk, Virginia, USA) |
| Year | 2023 |
| Volume | 52 |
| Issue | 2 |
| Pages | 211-228 |
| Publication date | 2023-03-15 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0091-3367 • E-ISSN: 1557-7805 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/00913367.2021.1990812 |
| OpenAlex | W4200002328 |
| Language | EN |
| Citations received | 2 |
| References cited | 62 |
Brands regularly express gratitude to groups such as first responders, medical personnel, and teachers (i.e., third-party others). Drawing from the gratitude, branding, and persuasion knowledge literature, we theorize that consumer reactions to advertised gratitude expressions to third-party others depend upon brand positioning, operationalized through brand personality. We empirically demonstrate that when exciting brands express gratitude to third-party others, such expressions reduce purchase intentions relative to advertisements not conveying gratitude or conveying gratitude to customers. As sincere brands are aligned with gratitude, gratitude expressions do not negatively affect purchase intentions. Consumer inferences of manipulative intent explain why gratitude expressions to third-party others lead to adverse effects for exciting but not sincere brands.
Advertising · Business · Gratitude · Internet privacy · Operationalization · Personality · Persuasion · Third party · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values · Psychology · Psychology of Moral and Emotional Judgment · Social Psychology
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| Citations per year | 0.67 |
|---|---|
| Citation span | 2023 - 2025 (3) |
| Highly cited | No |