Feelings of gratitude: a mechanism for consumer reciprocity

ABSTRACT

Research questions: The purpose of this research is to theoretically develop and empirically test gratitude as a central mechanism within the triangular sponsorship model. This research addresses the following questions: (1) Which strategies most effectively generate gratitude toward sponsors? (2) What is the role of gratitude in stimulating consumer reciprocity?

Research methods: Two studies were conducted to test the conceptual model. Study 1 implements an experimental approach in order to test the drivers of consumer gratitude in a controlled environment. Study 2 involves a field study in which the full gratitude and reciprocation model is tested in a naturalistic setting.

Results and findings: The results demonstrate the impactful role of consumers’ causal attributions and value assessments upon feelings of gratitude. Further, gratitude was shown to promote consumer reciprocation. Findings were mixed regarding the relationship between perceptions of sponsor investment and gratitude.

Implications: This research advances the body of sponsorship literature by introducing new insights regarding consumer reciprocity within this context. We offer an integration of attribution theory, grounded in the social and cognitive psychology literature, with theories of gratitude and reciprocity. Finally, we provide a theoretical account of the benefits derived from sponsorship by multiple significant stakeholder groups.

KEYWORDS:

• Sponsorship
• attribution theory
• reciprocation
• gratitude
• goodwill

Disclosure statement

No potential conflict of interest was reported by the authors.