 Don’t tell me how much to tip: The influence of gratuity guidelines on consumers’ favorability of the brandFrank G. Cabano and Amin Attari Journal of Business Research, 2023, vol. 159, issue C Abstract: This research investigates the potential downstream consequences that occur due to a brand including gratuity guidelines (i.e., tip suggestions) on its receipts. In six studies, including a field study with an actual restaurant, this research documents several major findings. First, we show that gratuity guidelines negatively influence consumers’ favorability of the brand. Second, we demonstrate that the negative effect of gratuity guidelines on brand favorability is mediated by threat to freedom. Third, we document several boundary conditions by showing that the effect manifests for consumers low (vs high) in patronage behavior of the brand or for consumers with a low (vs high) income level. Finally, we demonstrate that including an explanatory message regarding the intended benefits (e.g., greater convenience) that gratuity guidelines can provide to the consumer eliminates this negative effect. Keywords: Gratuity guidelines; Consumer tipping; Psychological reactance; Brand favorability (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:159:y:2023:i:c:s0148296323001121 DOI: 10.1016/j.jbusres.2023.113754 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.