The “Smile-Seeking” Giver: How Immediate Affective Reactions Motivate and Reward Gift-Giving

Gift-givers don’t always give what receivers want. This mismatch has often been attributed to givers’ mispredicting receivers’ preferences. We present six studies to show that independent of prediction errors, this mismatch can be attributed to giver’s “smile-seeking” motive, i.e., wanting to induce the most desirable display of affective reactions.


Adelle Yang and Oleg Urminsky (2017) ,"The “Smile-Seeking” Giver: How Immediate Affective Reactions Motivate and Reward Gift-Giving", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 892-984.


Adelle Yang, National University of Singapore, Singapore
Oleg Urminsky, University of Chicago, USA


NA - Advances in Consumer Research Volume 45 | 2017

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