Research from Morales (2005) about the extra effort that was issued by the company is the first study , because it links neutral motives and persuasion. However, research on the extra effort in general is not a new thing. Cardozo (1965) conducted a study which shows that under certain conditions, the effort and hope (expectation) affect the evaluation, both for products and shopping experience. When the expectation of the product or service is low, then the subject will rank them low grades as well. Spending more fund to make higher effort will moderate these effects, even will result completely different on shopping experience area. Clearly, spending more fund to carry out more effort will give higher initial evaluation for a better product. Furthermore, Cardozo (1965) also showed that expectations influence the evaluation and satisfaction toward a product or service. High expectations will lead to less satisfaction because the company or service provider often fail to meet this expectation. While low expectations will likely be able to satisfy the consumers because it is relatively easily met. One of the main theories used in Morales research (2005) is attribution theory. This theory states that consumers will appreciate general extra effort done by the company. Search on attributes by the consumers will be followed by failure or negative outcomes (Folkes, 1988). But it is also applied for success or positive outcome. In this regard, Weiner (1974) states that when a behavior can be controlled, then people basically have the moral and emotional responses, such as anger or otherwise feeling grateful that will motivate them to give punishment or reward. Talking about company‟s extra effort, consumers will punish companies that fail to work hard and give awards to those who work properly. Weiner (2000) adds that the process for attributes searching is fully a part of a continuing rationale for feelings which then leads to an action. The second theory used by Morales (2005) is the equity theory underlines the principle of reciprocity (Adams 1965). According to this theory, humans basically have a tendency to give goodness (benefits) to those who do good to them (Regan, 1971). Further explained that men do not want to have moral duty onto others. When it is associated with extra effort, then the consumer will repay the kindness (an extra effort given by the company) by way of purchase or at least consumers will have a positive perception towards the product. This theory explained that the consumer will repay only if they feel they have benefited directly or personally. A conflict between equity theory (which states that consumers repay only if they benefit directly and personally) with the attribution theory (which states that the consumer will repay though the the efforts given by the company is in general) has encouraged Morales (2005) to conduct further research. The results show that consumers still appreciate the extra effort by the company, though it is only done in general and not spesifically done to personal. Another result obtained is that consumers appreciate the extra efforts made by the company if patterned motif is neutral and not as persuasion. Another result is that grateful feeling will bridge the extra effort and the possibility of checking on the products. While extra effort will lead to higher guilty feeling.