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Experiential Gifts Foster Stronger Social Relationships than Material Gifts
Cindy Chan & Cassie Mogilner
Journal of Consumer Research, forthcoming
Abstract:
Interpersonal relationships are essential to well-being, and gifts are often given to cultivate these relationships. To inform gift givers of what to give and to gain insight into the connecting function of gifts, this research investigates what type of gift is better at strengthening relationships according to gift recipients - material gifts (objects for recipients to keep) or experiential gifts (events for recipients to live through). Experiments examining actual gift exchanges in real-life relationships reveal that experiential gifts produce greater improvements in relationship strength than material gifts, regardless of whether the gift giver and recipient consume the gift together. The relationship improvements that recipients derive from experiential gifts stem from the intensity of emotion that is evoked when they consume the gifts, rather than when the gifts are received. Giving experiential gifts is thus identified as a highly effective form of prosocial spending.
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Ashley Whillans, Eugene Caruso & Elizabeth Dunn
Journal of Experimental Social Psychology, forthcoming
Abstract:
Wealth is associated with differences in people's self-concepts. We propose that these self-concepts should define the types of appeals that are most effective at motivating generosity. Across three field studies, we randomly assigned participants to view an appeal for a charitable organization that emphasized agency (the pursuit of personal goals) or communion (the pursuit of shared goals). When the appeal emphasized agency, wealthier individuals reported greater willingness to give and donated more money to charity. In contrast, when the appeal emphasized communion, less wealthy individuals reported greater willingness to give. These findings could not be explained by relevant demographic characteristics such as age, ethnicity, or gender. This work adds to a growing body of research suggesting that wealth does not inherently result in selfishness or generosity. By tailoring messages to fit with people's self-concepts, it is possible to catalyze giving across the socioeconomic spectrum.
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The Great Recession and Charitable Giving
Jonathan Meer, David Miller & Elisa Wulfsberg
NBER Working Paper, December 2016
Abstract:
We examine the impact of the Great Recession on charitable giving. We find sharp declines in overall donative behavior that is not accounted for by shocks to income or wealth. These results suggest that overall attitudes towards giving changed over this time period.
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Judd Kessler & Katherine Milkman
Management Science, forthcoming
Abstract:
How does priming identity affect charitable giving? We show that individuals are more likely to donate when a facet of their identity associated with a norm of generosity is primed in an appeal. In large charitable giving field experiments run by the American Red Cross, appeals that prime an individual's identity as a previous donor to the charity or as a member of a local community generate more donations. The primes are more effective when they highlight a facet of the potential donor's identity that we hypothesize to be more relevant to his sense of self: priming identity as a previous donor is more effective for more regular donors and priming identity as a local community member is more effective for people in smaller communities. Together, these results elucidate the impact of identity on behavior and demonstrate how identity primes can be implemented in practice to encourage public good provision.
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Suzanne Parker et al.
Cognition and Emotion, forthcoming
Abstract:
Gratitude has been promoted as a beneficial emotional experience. However, gratitude is not universally experienced as positive. The current work examines whether an autonomous interpersonal style is associated with differential experience of gratitude. Study 1 found an inverse relationship between trait autonomy and both trait gratitude and positivity of response to receiving a hypothetical benefit from a friend. Study 2 replicated the finding that those higher in autonomy report less trait gratitude, and also demonstrated an inverse relationship between autonomy and valuing gratitude. Study 3 found that those higher in autonomy had more self-image goals and reduced compassionate goals in relationships, and that valuing gratitude mediated the relationship between autonomy and relationship goals. These results show a consistent inverse relationship between autonomy and the experience and valuing of gratitude, suggesting that degree of autonomy is one determinant of whether gratitude is experienced as positive.