Examining consumer reactions to sincere brands’ gratitude expressions: when a simple thank you just won’t do

Abstract

This research investigates the use of advertised gratitude expressions by sincere brands. As sincere brands are well aligned with gratitude expressions, we theorize that a messaging strategy solely expressing gratitude fails to yield brand benefits beyond a message where gratitude is not expressed. However, sincere brands can reap more brand benefits when their advertised gratitude expression is perceived as effortful (e.g., thank you message coupled with a free product). We demonstrate that when sincere brands engage in these high-effort expressions of gratitude, consumers evaluate the brand more positively, an effect mediated by brand trust. We also explore when sincere brands may benefit from low-effort gratitude expressions. Specifically, we find that consumer reactions to low-effort acknowledgments are more favorable when consumers identify with the gratitude target. Based on these findings, we detail our contributions to theory and provide managerial implications for sincere brands wishing to express gratitude.

Keywords:

• Gratitude
• advertising
• sincere
• brand personality
• effort
• identification
• trust

Disclosure statement

The authors declare that there is no conflict of interest.

Figure 1. Study 2: Effort × identification interaction on brand trust.

Data availability statement

The datasets generated and/or analyzed during the current study are not publicly available. However, the data that supports these findings are available from the first author, upon reasonable request.

Notes on Contributors

Veronica L. Thomas (Ph.D. Kent State University) is an associate professor of marketing at Old Dominion University. Her expertise is in the area of consumer psychology, and her research focuses on social influence in the context of consumer-brand relationships and advertising.

Dora Bock (Ph.D. Louisiana State University) is an associate professor of marketing at Auburn University. Her research focuses on customer relationships, gratitude, and decision making.

Heath McCullough, (Ph.D. University of Tennessee) is an assistant professor of marketing at Auburn University. His research interests include in-store promotions, consumer identity, and corporate social responsibility.