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.
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.
Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana
NA - Advances in Consumer Research Volume 46 | 2018
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