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Resumo

This research investigated cultural differences in the use of, and responses to, gratitude statements in unsolicited email advertising messages. Study 1 found that Americans, compared with Koreans, were more positive about a message that included a gratitude statement (i.e., 'Thank You'). Study 2 showed no cultural differences in responses to an email message that included a gratitude statement and one that omitted a gratitude statement. When participants in Study 3 were instructed to pay attention to the gratitude statement itself, Americans, compared with Koreans, viewed the gratitude statement more positively and considered the advertiser of the gratitude statement–included message as more credible. Americans had a greater intention to include a gratitude statement in their own advertising messages than did Koreans. In fact, Study 4 showed that when participants saw a gratitude statement–included example, a greater number of Americans, compared with Koreans included a gratitude statement in their own message.

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