Publication:
The role of entitlement and perceived resources in gratitude's effect on materialism: Longitudinal and situational effects

carlosiii.embargo.liftdate2025-02-01
carlosiii.embargo.terms2025-02-01
dc.affiliation.dptoUC3M. Departamento de Economía de la Empresaes
dc.contributor.authorLee, Hyun Jung
dc.contributor.authorChugani, Sunaina
dc.contributor.authorChugani, Sunaina
dc.date.accessioned2022-06-23T16:46:13Z
dc.date.issued2022-02-01
dc.description.abstractGratitude plays a prominent role in marketing and consumer behavior. Yet, limited causal evidence has demonstrated how gratitude works or how gratitude-based marketing influences purchase decisions. We address this gap using four studies. Studies 1 and 2, both longitudinal experiments, illustrate that gratitude reduces materialistic values by decreasing entitlement and perceived resource scarcity. Studies 3A and 3B examine the effect of gratitude on materialism in a marketing context and illustrate that gratitude-based campaigns can shift consumer preference away from material goods and toward experiential purchases. Our findings suggest that gratitude-based marketing efforts reduce materialistic values and purchases and promote experiential consumption. According to our findings, nonmaterialistic offerings or campaigns may be more effective during gratitude-related holidays (e.g., Thanksgiving, Mother's Day) and with more grateful consumers. Based on the psychological process activated by gratitude, gratitude campaigns would be especially effective when paired with messages of humility, abundance, and nonmaterialistic values.en
dc.identifier.bibliographicCitationLee, H. C., Chugani, S., & Namkoong, J.-E. (2022). The role of entitlement and perceived resources in gratitude’s effect on materialism: Longitudinal and situational effects. Journal of Business Research, 139, pp. 993–1003en
dc.identifier.doihttps://doi.org/10.1016/j.jbusres.2021.10.029
dc.identifier.issn0148-2963
dc.identifier.publicationfirstpage993es
dc.identifier.publicationlastpage1003es
dc.identifier.publicationtitleJOURNAL OF BUSINESS RESEARCHes
dc.identifier.publicationvolume139es
dc.identifier.urihttps://hdl.handle.net/10016/35265
dc.identifier.uxxiAR/0000029269
dc.language.isoenges
dc.publisherElsevieres
dc.relation.projectIDComunidad de Madrid. SOCANET-CM-UC3Mes
dc.relation.projectIDComunidad de Madrid. SOCANET-CM-UC3Mes
dc.rights© Elsevieres
dc.rightsAtribución-NoComercial-SinDerivadas 3.0 España*
dc.rights.accessRightsembargoed accesses
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/es/*
dc.subject.ecienciaEconomíaes
dc.subject.otherGratitudeen
dc.subject.otherMaterialismen
dc.subject.otherEntitlementen
dc.subject.otherScarcityen
dc.subject.otherPerceived resourcesen
dc.subject.otherLongitudinal experimentsen
dc.titleThe role of entitlement and perceived resources in gratitude's effect on materialism: Longitudinal and situational effectsen
dc.typeresearch article*
dc.type.hasVersionAM*
dspace.entity.typePublication
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