Gratitude may also serve to reinforce future prosocial behavior in benefactors. For example, Carey and colleagues (Carey, Clicque, Leighton, & Milton, 1976) found that customers of a jewelry store who were called and thanked showed a subsequent 70% increase in purchases. In comparison, customers who were thanked and told about a sale showed only a 30% increase in purchases, and customers who were not called at all did not show an increase. Rind and Bordia (1995) found that restaurant patrons gave bigger tips when their servers wrote “Thank you” on their checks.
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