Giving Firms an “E” for Effort: Consumer Responses to High-Effort Firms (2024)

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Volume 31 Issue 4 March 2005
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Andrea C. Morales

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Journal of Consumer Research, Volume 31, Issue 4, March 2005, Pages 806–812, https://doi.org/10.1086/426615

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01 March 2005

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    Andrea C. Morales, Giving Firms an “E” for Effort: Consumer Responses to High-Effort Firms, Journal of Consumer Research, Volume 31, Issue 4, March 2005, Pages 806–812, https://doi.org/10.1086/426615

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Abstract

This research shows that consumers reward firms for extra effort. More specifically, a series of three laboratory experiments shows that when firms exert extra effort in making or displaying their products, consumers reward them by increasing their willingness to pay, store choice, and overall evaluations, even if the actual quality of the products is not improved. This rewarding process is defined broadly as general reciprocity. Consistent with attribution theory, the rewarding of generally directed effort is mediated by feelings of gratitude. When consumers infer that effort is motivated by persuasion, however, they no longer feel gratitude and do not reward high-effort firms.

Affect/Emotions/Mood, Attribution/Self-Perception, Buyer-Seller Interaction, Persuasion

© 2005 by JOURNAL OF CONSUMER RESEARCH, Inc.

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