Gratitude, Guilt, and Gift Giving
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.
Citation:
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 22-26.
Authors
Cindy Chan, University of Toronto, Canada
Cassie Mogilner, University of Pennsylvania, USA
Leaf Van Boven, University of Colorado, USA
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses
Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University
Featured
Liminality, Portals, and Narratives of Transformation
Laetitia Mimoun, HEC Paris, France
Fleura Bardhi, City University of London, UK
Featured
Cueing Backwards: Attention Processes in Multi-Attribute Choices
Antonia Krefeld-Schwalb, Geneva School of Economics and Management
Agnes Scholz, University of Zurich
Ursa Bernadic, Geneva School of Economics and Management
Benjamin Scheibehenne, Geneva School of Economics and Management