The Happiness of Withholding Happiness

When a positive personal event happens (e.g., getting a dream job), most people share it with others immediately. However, three studies find that people derive more happiness from a positive event if they delay sharing it with others than if they share it immediately.


Bowen Ruan, Lingzhi Yu, and Bingyan Hu (2021) ,"The Happiness of Withholding Happiness", 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: 441-442.


Bowen Ruan, University of Iowa
Lingzhi Yu, Fudan Univeristy
Bingyan Hu, Mississippi State Univeristy


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


O11. Have Less, Compromise Less: How the perception of resource scarcity influences compromise decisions

Kate Kooi, University of Miami, USA
Caglar Irmak, University of Miami, USA

Read More


Immigration, Abortion, and Gay Marriage – Oh My!

TJ Weber, Cal Poly San Luis Obispo
Chris Hydock, Georgetown University, USA
Jeff Joireman, Washington State University, USA
David Sprott, Washington State University, USA

Read More


R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands

Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas

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.