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.



Citation:

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.

Authors

Hillary Wiener, University at Albany, USA
Holly S Howe, Duke University, USA
Tanya Chartrand, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Changes in Social Values in the United States – 1976-2017: Is a New Age of Tribalism Emerging?

Eda Gurel-Atay, Independent Researcher
Johnny Chen, University of Oregon, USA
Wang Suk Suh, University of Oregon, USA
Lynn R. Kahle, University of Oregon, USA

Read More

Featured

Deviating from the Majority When Resources Are Scarce: The Effect of Resource Scarcity on Preference for Minority-endorsed Products

Xiushuang Gong, Jiangnan University
Yafeng Fan, Tsinghua University
Ying Ding, Renmin University of China

Read More

Featured

Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink

Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China

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.