International Journal of Social Science & Economic Research
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Title:
THE EFFECT OF LOVE MESSAGES ON GIFT BUDGETING

Authors:
Yanan Wang

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Yanan Wang
Williams School of Business, Bishop's University, Sherbrooke, QC, Canada, J1M 1Z7

MLA 8
Wang, Yanan. "THE EFFECT OF LOVE MESSAGES ON GIFT BUDGETING." Int. j. of Social Science and Economic Research, vol. 4, no. 9, Sept. 2019, pp. 6193-6199, ijsser.org/more2019.php?id=474. Accessed Sept. 2019.
APA
Wang, Y. (2019, September). THE EFFECT OF LOVE MESSAGES ON GIFT BUDGETING. Int. j. of Social Science and Economic Research, 4(9), 6193-6199. Retrieved from ijsser.org/more2019.php?id=474
Chicago
Wang, Yanan. "THE EFFECT OF LOVE MESSAGES ON GIFT BUDGETING." Int. j. of Social Science and Economic Research 4, no. 9 (September 2019), 6193-6199. Accessed September, 2019. ijsser.org/more2019.php?id=474.

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Abstract:
It is proposed that when people give a gift they engage in 'love accounting', so that they will spend less on it if they include a written expression of love with it. This hypothesis was tested with college students (N = 314). It was found that participants who wrote a love message to accompany a Mother's Day gift budgeted less for the gift itself than control participants (Experiment 1), and this effect was replicated for a Christmas gift (Experiment 2). The amount of effort expended by the giver on preparing the love message did not account for the effect (Experiment 3). It is concluded that a gift and its accompanying love message are mentally computed as belonging to the same "love account", implying that consumers' excessive splurging on gifts might be controlled by writing a love message before gift shopping.

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