• What is it
• Why it matters
  • Industry Stats
  • What Consumers Want
  • Customer Quotes
• Measurable ROI
  • Loyalty
  • Brand Awareness
  • Conversion
  • Engagement
  • Gratitude Effect

The Gratitude Effect

The Gratitude Effect is a term coined by research firm Next Century Media in 1999 based on a number of studies about the persuasive power of brands' sponsorships of useful information to consumers, particularly when delivered through the Internet. What they found is that a no strings attached "gift" of content produces powerful results for brands:

• Inclusion in a consumer's consideration to purchase a brand's products
• Increase in intent to purchase a brand's products
• Improved consumer opinion of the brand and attributes of the brands products

As the results will attest, Powered has found a strong Gratitude Effect at the heart of the ROI in our social commerce programs. Our clients have found that the Gratitude Effect translates into improved loyalty, increased brand preference, high conversion into product sales, and extended engagement with consumers. And with consumers today controlling how they engage with brands, marketing programs that utilize the Gratitude Effect will experience the same significant ROI.

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"As marketers have long suspected, sponsorship appears to have its positive business effects based on different cognitive processes than straight product sell advertising."
Measuring Sponsorship Effectiveness — Next Century Media

Gratitude Effect: Building consumer loyalty
Learn what the gratitude effect is, where it originated, and how Powered has implemented it into its social commerce programs.