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

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.


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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 764-764.


Yanan Wang, Bishop's University
Ashesh Mukherjee, McGill University


NA - Advances in Consumer Research Volume 44 | 2016

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