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



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