“Love Accounting”: the Effect of Love Messages on Gift Budgeting

Yanan Wang, Bishop's University
Ashesh Mukherjee, McGill University
Through three studies, it is found that when people give a gift they engage in 'love accounting', so that they will spend less on it if they include a written expression of love with it. The amount of effort expended on preparing the message did not account for the effect.
[ to cite ]:
Yanan Wang and Ashesh Mukherjee (2016) ,"“Love Accounting”: the Effect of Love Messages on Gift Budgeting", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 764-764.