The Grateful Consumer: The Importance of Gratitude in Decision‐Making

Gratitude—often identified as a feeling of thankfulness or appreciativeness—is important to individual happiness, well-being,
and numerous other positive outcomes. Yet surprisingly little is known about the impact of gratitude on the consumer decisionmaking process, particularly its underlying mechanisms, relative to normative decision-making. Specifically, the current research examines the process by which grateful consumers make decisions and the quality of those decisions in relation to similar
constructs, such as “happiness” and “best-possible-self.” Across five studies conducted in the United States, the authors examined the unique influence of gratitude on various consumer decisions, including financial decisions, prosocial giving, and
healthy food choices.

https://onlinelibrary.wiley.com/doi/full/10.1111/ijcs.70092?casa_token=y8X4oLfdN0cAAAAA%3Ax47v2gAofoi4iLhAVehqowp_NKkv_Pdpi_hrrKVUehjRNyjokN-fX-RVrMmlo6510oeX-em_alEjoJI: New publication/research findings