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dc.contributor.authorBridger, Emmaen_UK
dc.contributor.authorWood, Alex Men_UK
dc.description.abstractPurpose: From Adam Smith onwards, gratitude has been held as invaluable to societal functioning in view of its role in helping individuals maintain their reciprocal obligations to one another. The purpose of the current research was to use current conceptions of gratitude derived from work in social psychology to test whether simple descriptions of hypothetical organisations could systematically differ in the extent to which they elicit gratitude, and subsequently whether gratitude would mediate behavioural intentions towards these organisations.  Methodology: In two studies, participants read vignettes describing hypothetical organisations that systematically differed in the extent to which the services they provided were costly to the organisation, of high value, and provided out of a genuine desire to help. Perceptions of these dimensions, feelings of gratitude, and behavioural intentions towards each organisation were subsequently measured.  Findings: The appraisal group manipulation significantly impacted consumers’ behavioural intentions towards these businesses, and the majority of this relationship was mediated by feelings of gratitude towards the organisations.  Research limitations/implications: These data indicate that gratitude not only mediates customer responses to relationship marketing investments, but may also be integral in marketing communications’ role in converting non-customers to customers. They also indicate that marketing communications should stress that an organisations services are of high value, of cost to the organisation and provided out of a genuine desire to help.  Originality/value: This paper shows for the first time that the same cognitive appraisals that underpin feelings of interpersonal gratitude mediate responses to global evaluations of organisations. This considerably broadens the situations under which gratitude had previously been considered to operate and argues for the inclusion of gratitude in understanding how marketing communications and relationship management are used to influence consumer responses.en_UK
dc.relationBridger E & Wood AM (2017) Gratitude mediates consumer responses to marketing communications. European Journal of Marketing, 51 (1), pp. 44-64.
dc.rights[BridgerWood.pdf] The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.en_UK
dc.rights[GratitudemediatesConsumerResponses_BridgerWood.pdf] Publisher policy allows this work to be made available in this repository. Published in European Journal of Marketing, 2017, Vol. 51 Iss: 1, pp.44 - 64 by Emerald. The original publication is available at: This article is deposited under the Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). Any reuse is allowed in accordance with the terms outlined by the licence ( To reuse the AAM for commercial purposes, permission should be sought by contacting
dc.subjectMarketing communicationsen_UK
dc.subjectRelationship managementen_UK
dc.subjectCognitive appraisalsen_UK
dc.titleGratitude mediates consumer responses to marketing communicationsen_UK
dc.typeJournal Articleen_UK
dc.rights.embargoreason[BridgerWood.pdf] The publisher does not allow this work to be made publicly available in this Repository therefore there is an embargo on the full text of the work.en_UK
dc.citation.jtitleEuropean Journal of Marketingen_UK
dc.type.statusVoR - Version of Recorden_UK
dc.type.statusAM - Accepted Manuscripten_UK
dc.contributor.affiliationBirmingham City Universityen_UK
dc.contributor.affiliationManagement, Work and Organisationen_UK
rioxxterms.apcnot requireden_UK
rioxxterms.typeJournal Article/Reviewen_UK
local.rioxx.authorBridger, Emma|en_UK
local.rioxx.authorWood, Alex M|en_UK
local.rioxx.projectInternal Project|University of Stirling|
Appears in Collections:Management, Work and Organisation Journal Articles

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