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You designed that yourself for me? Vicarious pride in customized gift exchange

Author

Listed:
  • Marta Pizzetti

    (EM - EMLyon Business School)

  • Diletta Acuti
  • Isabella Soscia
  • Michael Gibbert

Abstract

In four studies, we found that receiving a customized gift leads recipients to appreciate the gift more highly because of vicarious feelings of pride. This vicarious pride is the same feeling that the customizer experiences after having self-customized a product. In the first two experiments with real-life pairs of friends, vicarious pride was documented among recipients of customized gifts. The findings show that the relationship between customization and gift appreciation is mediated by vicarious pride. Study 3 and Study 4 replicate the results of the first series of experiments, and reveal the role of vicarious pride in enhancing state self-esteem and, in turn, gift appreciation. Study 4 also tests the effect of a relational variable (i.e., relationship anxiety) on this relationship. Specifically, relationship anxiety affects vicarious pride, and then consequently state self-esteem and gift appreciation, which are only enhanced by customization when the relationship is not anxious. As a practical implication, this research emphasizes the importance of communicating gift customization to gift recipients to enhance their gift experience and appreciation.

Suggested Citation

  • Marta Pizzetti & Diletta Acuti & Isabella Soscia & Michael Gibbert, 2024. "You designed that yourself for me? Vicarious pride in customized gift exchange," Post-Print hal-04637410, HAL.
    • Handle: RePEc:hal:journl:hal-04637410
    Note: View the original document on HAL open archive server: https://hal.science/hal-04637410
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    References listed on IDEAS

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    Keywords

    customization; gift; pride; state self-esteem; vicarious experiences;
    All these keywords.

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