Measuring Appreciation – The Gratitude Index™

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Like the PassionIndex™, the GratitudeIndex™ is based on a unique emotional response scale. The GratitudeIndex™ recognises that customer response to sponsorship is often enhanced if the sponsorship is perceived to offer additional value to a customer/consumer.

However, design of the scale is strongly influenced by Balance Theory. Observably, most people modify their attitudes to a sponsor if the sponsor supports a property which is important to them. According to the theory, this represents a shift from imbalance in a relationship to balance generally resulting in better perceptions of a sponsor or benefactor.

The scale is based on core questions and is specific to SponsorMap™.

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