“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.
Citation:
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.
Authors
Yanan Wang, Bishop's University
Ashesh Mukherjee, McGill University
Volume
NA - Advances in Consumer Research Volume 44 | 2016
Share Proceeding
Featured papers
See MoreFeatured
Metaphorically Transgressing the Brand Relationship
Alberto Lopez, Tecnológico de Monterrey, MEXICO
Martin Reimann, University of Arizona, USA
Raquel Castaño, Tecnológico de Monterrey, MEXICO
Featured
Anchors as Midpoints: it’s not the Size of the Adjustment that Counts, it’s the Direction
Joshua Lewis, University of Pennsylvania, USA
Joseph P. Simmons, University of Pennsylvania, USA
Featured
The Effect of Bariatric Surgery on Delay Discounting for Food and Money: A Longitudinal Study
Ratnalekha Venkata Naga Viswanadham, INSEAD, France
Hilke Plassmann, INSEAD, France
Yann Cornil, University of British Columbia, Canada
Pierre Chandon, INSEAD, France