The effect of altruistic gift giving on self-indulgence in affordable luxury

Ning Chen, Francine E. Petersen and Tina M. Lowrey

Journal of Business Research, 2022, vol. 146, issue C, 84-94

Abstract: Consumers may self-indulge in luxury for several reasons. This research examines the effect of giving a gift on the giver’s subsequent indulgence in affordable luxury and finds that the motivation underlying gift giving matters: Consumers giving with an altruistic motivation (i.e., to voluntarily make the gift recipient happy) are more likely to self-indulge in affordable luxury than consumers giving with a normative motivation (i.e., to follow a social norm). This effect depends on perceived morality of indulgences, such that willingness to indulge increases to the extent that altruistic gift givers perceive indulgences to be more morally acceptable.

Keywords: Gift giving; Altruism; Prosocial behavior; Indulgence; Luxury; Affordable luxury (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:146:y:2022:i:c:p:84-94

DOI: 10.1016/j.jbusres.2022.03.050

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