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 More

Featured

Magical Anchors: Initial Focal Attention Drives the Direction and Content of Essence Transfer

Thomas Kramer, University of California Riverside, USA
Wenxia Guo, Acadia University
Zhilin Yang, City University of Hong Kong

Read More

Featured

The “Break-in” Effect: A Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment

Adelle Xue Yang, National University of Singapore, Singapore
Babu Gounder, University of Miami, USA
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product

Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.