Buying Love: Gifts As a Form of Social Support
Providing emotional support is an important part of relationships, but it can be difficult and uncomfortable to give. In two lab and one online study, we propose another way consumers support others who are struggling: giving a gift. We show that gifts improve recipient mood more than emotional support does.
Hillary Wiener, Holly S Howe, and Tanya Chartrand (2020) ,"Buying Love: Gifts As a Form of Social Support", 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: 1150-1154.
Hillary Wiener, University at Albany, USA
Holly S Howe, Duke University, USA
Tanya Chartrand, Duke University, USA
NA - Advances in Consumer Research Volume 48 | 2020
N10. How Does It Make You Feel? Emotional Reasoning and Consumer Decisions
Andrea Rochelle Bennett, University of North Texas
Blair Kidwell, University of North Texas
Jonathan Hasford, University of Central Florida, USA
David Hardesty, University of Kentucky, USA
Molly Burchett, University of Kentucky, USA
Mistaking the Journey for the Destination: Overestimating the Fruits of (More) Labor
Eva C Buechel, University of Southern California, USA
Carey K. Morewedge, Boston University, USA
Jiao Zhang, University of Oregon, USA
Can Implicit Theory Influence Construal Level?
Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada