Measures the degree to which a consumer feels genuinely appreciated by a firm or other party following an acknowledgment gesture (such as a thank-you note). Developed in the context of research exploring the trivialization effect, where attaching small financial rewards to expressions of gratitude can paradoxically reduce consumers' sense of being valued compared to purely verbal acknowledgment.
Liu, P.J., Lamberton, C., & Haws, K.L. (2015). Should firms use small financial benefits to express appreciation to consumers? Understanding and avoiding trivialization effects. Journal of Marketing, 79(3), 74-90.
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