Gratitude, Guilt, and Gift Giving

Cindy Chan, University of Toronto, Canada
Cassie Mogilner, University of Pennsylvania, USA
Leaf Van Boven, University of Colorado, USA
This research shows that the same situation of social inequity can elicit gratitude or guilt, and that both emotions help cultivate interpersonal relationships by motivating gift giving. Giving a gift that says “thanks” or “sorry” can help restore social equity, but has asymmetrical benefits for the giver and recipient.
[ to cite ]:
Cindy Chan, Cassie Mogilner, and Leaf Van Boven (2014) ,"Gratitude, Guilt, and Gift Giving", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 22-26.