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

C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?

Chen Wang, Drexel University, USA

Read More

Featured

G12. The Effect of (Non-)appetizing Ambient Scents on Consumers’ Affinity Toward Vices and Virtues in the Retail Environment

Corinne M Kelley, Florida State University
Anders Gustafsson, Karlstad University
Poja Shams, Karlstad University
Martin Mende, Florida State University
Maura Scott, Florida State University

Read More

Featured

H2. Influencing Consumer Response to Products with High Styling: The Role of Mindsets

Ying-Ching Lin, National Chengchi Uniersity, Taiwan
Angela Chang, Northeastern University, 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.