Cultural Differences in "Thank You"

This research investigated cultural differences in the use of, and responses to, gratitude statements in unsolicited email advertising messages. Study 1 found that Americans, compared with Koreans, were more positive about a message that included a gratitude statement (i.e., "Thank You"). Study 2 showed no cultural differences in responses to an email message that included a gratitude statement and one that omitted a gratitude statement. When participants in Study 3 were instructed to pay attention to the gratitude statement itself, Americans, compared with Koreans, viewed the gratitude statement more positively and considered the advertiser of the gratitude statement-included message as more credible. Americans had a greater intention to include a gratitude statement in their own advertising messages than did Koreans. In fact, Study 4 showed that when participants saw a gratitude statement-included example, a greater number of Americans, compared with Koreans included a gratitude statement in their own message.