Despite the ubiquity of celebrations in everyday life, little is known about how celebrations may contribute to consumer well-being. In the current work, the authors propose that celebrations promote perceived social support, which prior work has conceptualized as the belief that others will be there for you for future negative life events. The authors further theorize that celebrations require three key characteristics that, in combination, are necessary for increasing perceived social support. Specifically, celebrations must (1) mark an individual's separate positive event and (2) involve consumption (3) with others (i.e., social). They test this theory across eight studies and demonstrate a process mechanism for this effect: these characteristics lead to increases in enacted support and perceived responsiveness, which in turn lead to increases in more general perceived social support. They then extend these findings by investigating virtually held celebrations, the individual's role at the celebration, and a downstream prosocial outcome. By doing so, this work highlights the broader benefits of celebrations beyond the focal individual and the immediate experience. Finally, specific policy implications and suggestions for enhancing consumer well-being are provided.
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