giving happiness

1、Do Experiential Gifts Lead to More Happiness? 主講人:謝萍 Giving Happiness: Authors Joseph K. Goodman Washington University in St. Louis Research: Decision Making, Product Assortment, Variety Seeking, Consumer Well-Being, Mechanical Turk Introduction Material purchase Experiential purchaseVS Purchase dom

2、ainPurchase domain Gift-giving domainGift-giving domain VS Theoretical background Why human gift giving? Researchers have investigated the (in)efficiency of gift giving、re- gifting、self-gifting、gift registries、charitable giving、gifts and dating、gifts and construal、inconsistencies between givers and

3、receivers、and the role of emotions on gift giving and social relationship。 However, there is little empirical evidence as to what type of gift creates the most happiness Theoretical background What for the aim of gift-giving Gifts publicly announce relationships, and they signal information such as

4、cooperation, self-attractiveness, love, devotion, social roles, wealth, and status Gifts also convey meaning by providing insurance, atonement for social deviations, social cement, communicate attitudes, enforce justice, and reduce anxiety At their core, gifts are about positive emotions as they dem

5、onstrate agapic love and people give gifts with the intention of increasing the happiness of their recipients Theoretical background Definition Happiness : an overall sense that life is good and satisfactory Material goods : are tangible, they can be touched, and they can be carried over time and sp

6、ace. Phones, iPads, shoes, jeans, cars, and houses are all material goods Experiences : tend to have little or no tangible component , and they happen over a finite period of time Material gift VS Experiential gift Gift giver VS gift receiver Negative outcome VS positive outcome Theoretical backgrou

7、nd Centrality theory : no support for experiential advantage. The comparability theory (interchangeability theory ): not support Adaptation theory :”hedonic treadmill”, support Study 1: Giving versus Receiving Happiness Study 1 examine whether experiential gifts lead to more happiness than material

8、gifts and whether gift givers predict this difference A 2(Role: give vs. receive) x 2(Gift Type: material vs. experiential) between subjects design Method recall a gift under $50 that they either received or gifted for the holidays Result Study 2:Study 2: Gift Role and Valence on Happiness Study 2 h

9、as three goals The study was a 2(Role: give vs. receive) X 2(Valence: positive vs. negative) x 2(Gift Type: material vs. experience) mixed design, with role and valence between subject and gift type measured within-subject Method recall three different gifts that they either gave or received with th

10、e intention of advancing happiness or enjoyment in life Result Study 3: Study 3: Predicted versus Current Happiness Study 3 investigate why consumers are biased towards material gifts, while replicating the previous effects over time; test whether misprediction of the future can (at least partially)

11、 explain the bias towards material gifts. Method two time periods: One day before Christmas and two days after Christmas. Participants were first asked to list three gifts that they were either giving or expected to receive for Christmas Result Study 4a: Maximizing Happiness Study 4a Method the firs

12、t set of questions focused on the goals of the giver. The second set of questions focused on general goals of gift giving Study 4b: Maximizing Happiness Study 4b Method describe either a material gift or an experiential gift (between subjects) that they recently purchased for around $50 and gave to someone as a gift. They then rated each gift on eight dimensions: traditional, memorable, enjoyable, risk, appreciated, choice difficulty, giving difficulty, and receiving difficulty. Result More traditional More memorable More enjoyable to give Less risk More Appreciated