The Ghost in the Gift: a Contagion Perspective on Heirloom Gift-Appreciation

Study results suggest that heirloom (vs. newly-purchased) gifts enhance gift-appreciation because they carry the spiritual essence of its previous users. Prior contact from loved ones bolsters appreciation while contact from disliked family members undermines it. Furthermore, newly-purchased gifts intended to be heirlooms in the future also improves appreciation.


Ali Tezer, Matthew Philp, and Ethan Pancer (2021) ,"The Ghost in the Gift: a Contagion Perspective on Heirloom Gift-Appreciation", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 308-309.


Ali Tezer, HEC Montreal
Matthew Philp, Ryerson University
Ethan Pancer, Saint Mary's University


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


G11. Sensory Placebo Effects: The Role of Sensory Signaling in Enhancing Marketing Placebos and Consumer Outcomes

Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce

Read More


The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo

Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark

Read More


Consumers’ Attitudes Towards Their Rights and Responsibilities in the Sharing Economy: An Ideological Perspective

Marylouise Caldwell, University of Sydney, Australia
Steve Elliot, University of Sydney, Australia
Paul Henry, University of Sydney, Australia
Marcus O'Connor, University of Sydney, Australia

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.