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

H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken or Increase Social Risk to Determine Conspicuous Consumption

Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management

Read More

Featured

Paying to Be Social? How Materialism Shapes Spending on Friends

William Ding, Washington State University, USA
David Sprott, Washington State University, USA
Andrew Perkins, Washington State University, USA

Read More

Featured

Expressing Dissent: How Communication Medium Shapes Dehumanization and Attitude Change

Juliana Schroeder, University of California Berkeley, USA

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.