Gratitude works: its impact and the mediating role of affective commitment in driving positive outcomes |
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Authors: | Randle D Raggio Judith Anne Garretson Folse |
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Institution: | (1) E. J. Ourso College of Business, Louisiana State University, 3122 C Patrick F. Taylor Hall, Baton Rouge, LA 70803, USA |
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Abstract: | After studying the effects of Louisiana’s post-hurricane “thank you” campaigns, the researchers find expressions of gratitude
significantly improve perceptions of Louisiana in the midst of its recovery. Through a national survey conducted November
2006, they find that those who saw or heard a thank you advertisement have more positive attitudes toward the state and its
people, a greater willingness to pay a premium for its products, services and travel to the state, and spread positive word-of-mouth,
thus justifying the use of public funds to support the campaign. The authors investigate the role of participation on the
effectiveness of expressions of gratitude and identify the mediating role of affective commitment in driving the positive results attributed to expressions of gratitude. |
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