Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift

In three studies, we found that receiving a customized gift leads recipients to appreciate the gift more highly because of vicarious pride - the pride the customizer experiences after having self-created a product translates to the gift recipient. Relational anxiety hinders the elicitation of vicarious pride, reducing gift appreciation.



Citation:

Marta Pizzetti and Michael Gibbert (2018) ,"Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 750-751.

Authors

Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Indigenous Trust and Readiness Towards Development

Ding Hooi Ting, Universiti Teknologi PETRONAS
Chin Chuan Gan, Sunway University
Amir Zaib Abbasi, Capital University of Science and Technology
Sohel Ahmed, Universiti Teknologi PETRONAS

Read More

Featured

B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing

Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne

Read More

Featured

The Impact of Product Type on Disposal Intentions

MUSTAFA KARATAŞ, Koc University, Turkey
Rabia BAYER, Koc University, Turkey
Zeynep GURHAN-CANLI, Koc University, Turkey

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.