Towards a theory of consumer gratitude : studies on the dimensions, antecedents, and consequences of consumer gratitude

Author / Creator

Anderson, Tobin K. author

Summary

The value of consumer gratitude as a powerful and enabling concept in people's daily lives is receiving growing attention in both general and academic circles. Gratitude can increase relational bon...

The value of consumer gratitude as a powerful and enabling concept in people's daily lives is receiving growing attention in both general and academic circles. Gratitude can increase relational bonds and induce beneficial reciprocal actions while delivering benefits to businesses (Fazal-e-Hasan et al., 2014). Firms that can engender feelings of gratitude from their consumers can differentiate themselves from their competitors and improve results (Palmatier et al., 2009). These practical benefits notwithstanding, academic literature does not seem to offer a consistent and comprehensive application of the consumer gratitude construct in the business domain, leading to diminished understanding and sub-optimal performance results. This dissertation seeks to provide a comprehensive theory of consumer gratitude by focusing on two aspects. First, the dissertation uncovers and examines a complete representation of the underlying dimensions of the construct. It reveals a more comprehensive and nuanced multi-dimensional construct to guide both academics and practitioners. Second, this research seeks to build a model of the key antecedents, consequences, and moderators of consumer gratitude in a nomological network. It models a robust network of both direct and indirect antecedents and consequences with two new indirect constructs. A primary survey instrument utilizing confirmatory factor analysis, historical and new measures, and structural equation modeling was used to confirm and validate the dimensions, measurements, and relationships. Essay 1 findings establish the multi-dimensionality of consumer gratitude, consisting of five dimensions: positive emotional state, appreciation, personal connection, desire to reciprocate, and desire to share good fortune. Essay 2 findings show that two company characteristics--preferred structural relationship management investments, indirect stakeholder initiatives, and one consumer characteristic--assessment of company gestures, have a positive influence on consumer gratitude, although the hypothesized moderating influences of consumer characteristics were not found to be significant. Consumer gratitude has a positive influence on consumer loyalty, purchase intentions, positive word of mouth, and support for company causes. This consistent and comprehensive representation of the consumer gratitude construct and its nomological network will contribute to greater understanding in the academic community and greater practical relevancy in the business world.

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