Gift Giving in Response to Others’ Hardship: the Role of Recipient Optimism Versus Pessimism

How do consumers give gifts in response to others’ hardships? This research suggests consumers’ responses depend on whether the recipient’s outlook is optimistic versus pessimistic. Across four experiments, gift givers use recipients’ outlook to infer recipients’ psychological needs, which leads them to provide gifts that symbolically fulfill these needs.



Citation:

Christopher Cannon and Derek Rucker (2020) ,"Gift Giving in Response to Others’ Hardship: the Role of Recipient Optimism Versus Pessimism", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 252-253.

Authors

Christopher Cannon, University of Hawaii, USA
Derek Rucker, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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