Making an intentional effort to mark positive life events and achievements while gathering for food and drink will leave people feeling more socially supported, according to new research published in the Journal of Public Policy & Marketing.
The researchers found that celebrations with three conditions – social gathering, eating or drinking, and intentionally marking a positive life event – will increase perceived social support. Perceived social support, according to prior studies, is the belief that having a social network will provide support in case of future, negative life events. That belief is associated with health and well-being outcomes, including increased life-span and decreased anxiety and depression.
“Many celebrations this time of year include two of the three conditions — eating and drinking while gathering together,” said study co-author Kelley Gullo Wight, assistant professor at the Indiana University Kelley School of Business. “Adding the third condition, making an intentional effort to recognise other’s positive achievements, is key. For example, take the time to congratulate someone for getting accepted to their first-choice university, or a work project that went well, or a new job offer. This will maximise the benefits to your well-being and the well-being of all the attendees at that holiday party.”
Wight and her co-authors used behavioural experiments to survey thousands of participants over several years.
The findings showed that even if gatherings are virtual, if everyone has food and drink (no matter if it’s healthy or indulgent) and they’re celebrating positive events, this also increases a person’s perceived social support, and they can receive the same well-being benefits from it.
It also has implications for marketing managers or anyone looking to raise funds for a good cause.
“We found that when people feel supported socially after a celebration, they’re more ‘pro-social,’ and more willing to volunteer their time or donate to a cause,” said co-author Danielle Brick, assistant professor of marketing at the University of Connecticut. “This would be a good time for non-profits to market donation campaigns, around the time many people are celebrating positive life events, like holidays or graduations.”
The researchers note that hosting celebrations that increase perceived social support can be especially beneficial at places serving populations at greater risk of loneliness and isolation, like nursing homes or community centres.
They also note the importance of understanding the well-being benefits of celebrations for policymakers looking to implement regulations or measures that could impact social gatherings, like COVID lockdowns, to avoid negative consequences to mental health. They recommend that if organisers need to have virtual celebrations, they should involve some type of consumption and the marking of a separate, positive life event, so people leave the celebration feeling socially supported.
Source: Indiana University
