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Cultivating gratitude and giving through experiential consumption
Jesse Walker1, Amit Kumar2, Thomas Gilovich1
1Department of Psychology, Cornell University.
Emotion (Washington, D.C.)
|November 1, 2016
Summary
Experiential consumption, like travel, fosters more gratitude and generosity than material purchases. Reflecting on experiences leads to increased altruistic behavior, enhancing personal well-being and benefiting others.
Area of Science:
- Psychology
- Consumer Behavior
- Behavioral Economics
Background:
- Gratitude is linked to enhanced well-being and prosocial behavior.
- Consumption patterns can influence emotional states and generosity.
- Distinguishing between material and experiential consumption is key to understanding their psychological impacts.
Purpose of the Study:
- To investigate how material versus experiential consumption differentially impacts gratitude.
- To examine the effect of consumption type on subsequent altruistic behavior.
- To explore practical applications of fostering gratitude through spending habits.
Main Methods:
- Six studies were conducted using within-subject and between-subjects designs.
- Participants reflected on either material or experiential purchases.
- Analysis included online customer reviews and economic games to measure altruism.
Main Results:
- Reflecting on experiential purchases generated more gratitude than material purchases.
- Thinking about experiences led to greater subsequent altruistic behavior compared to possessions.
- Real-world data from customer reviews supported the hypothesis that experiences elicit more gratitude.
Conclusions:
- Experiential consumption is a more effective way to cultivate gratitude than material consumption.
- Increased gratitude from experiences can lead to greater generosity towards others.
- Shifting spending towards experiences may improve individual lives and promote societal well-being.
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