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

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

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.

Suggested Citation

  • Chen, Ning & Petersen, Francine E. & Lowrey, Tina M., 2022. "The effect of altruistic gift giving on self-indulgence in affordable luxury," Journal of Business Research, Elsevier, vol. 146(C), pages 84-94.
    • Handle: RePEc:eee:jbrese:v:146:y:2022:i:c:p:84-94
    DOI: 10.1016/j.jbusres.2022.03.050
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    2. Rosendo-Rios, Veronica & Shukla, Paurav, 2023. "The effects of masstige on loss of scarcity and behavioral intentions for traditional luxury consumers," Journal of Business Research, Elsevier, vol. 156(C).

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