Gratitude works: its impact and the mediating role of affective commitment in driving positive outcomes

Randle D. Raggio, Judith Anne Garretson Folse

Journal of the Academy of Marketing Science · 2009 · Volume 37 · Issue 4

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 ofaffective commitmentin driving the positive results attributed to expressions of gratitude.

Keywords

Gratitude, Advertising, Affective commitment, Hurricane Katrina, Public policy, Tourism

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