Exploring The Relationship Between Gratitude And Economic Perceptions

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Dora E. Bock
Jacqueline K. Eastman
Benjamin P. McKay


Gratitude, Economic Perceptions, Consumer Confidence, Broaden-and-Build Theory


This study explores the associations between consumer gratitude and perceptions of consumer confidence and economic welfare. From a random stratified sample of adults living in the southeastern U.S., the findings reveal that a grateful outlook is positively associated with favorable perceptions of the U.S. economy, state economy, future job growth, and future income earned. Additionally, the results indicate significant differences between grateful and ungrateful individuals in terms of their perceptions of the U.S. economy, job growth, and anticipated income for the upcoming year. The results suggest that managers may want to focus on developing strong relationships with grateful customers, given that grateful customers may help firms survive tough economic times.


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