Gifts of Consolation: Gifts As Substitutes For Emotional Support

Most gift research looks at celebratory gifts, but consumers also give gifts when others experience negative life events, e.g., a loved one’s death. We propose that these “gifts of consolation” are a form of social support, and in six studies show when and why consumers substitute gifts for emotional support.


Hillary Wiener and Tanya Chartrand (2017) ,"Gifts of Consolation: Gifts As Substitutes For Emotional Support", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 961-961.


Hillary Wiener, SUNY-Albany, USA
Tanya Chartrand, Duke University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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