How Choosing For Others Impacts Self-Indulgence Within Caregiving Relationships

In this research, we find that care-receivers (caregivers) who make a virtuous choice for a caregiving (care-receiving) other are subsequently less (more) likely to self-indulge. Within caregiving relationships, the level of care received/provided seems to determine when other-oriented choices license self-indulgence and when they lead to consistent virtuous consumption behavior.


Anika Schumacher, Caroline Goukens, and Kelly Geyskens (2020) ,"How Choosing For Others Impacts Self-Indulgence Within Caregiving Relationships", 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: 667-668.


Anika Schumacher, Grenoble École de Management
Caroline Goukens, Maastricht University
Kelly Geyskens, Maastricht University


NA - Advances in Consumer Research Volume 48 | 2020

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