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



Share Proceeding

Featured papers

See More

Featured

Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness

Linda Hagen, University of Southern California, USA

Read More

Featured

The Experiential Advantage: A Meta-Analysis

Evan Weingarten, University of California San Diego, USA
Joseph K Goodman, Ohio State University, USA

Read More

Featured

The Interaction Effect of Food Variety and Simulation of Eating on Consumers' Calorie Estimation

Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University

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.