Gloom and Doom are Downers

This logic doesn’t only apply to a good cause; it also holds true for lingerie. A Journal of Consumer Research study from February covered in The Washington Post found that when people buy gifts at the last minute, they are motivated by fear — specifically, fear of being in the doghouse. The whole experience of going to Victoria’s Secret the night before Valentine’s Day in a desperate shopping spree for your honey is negative, and the doghouse-dodging shoppers in the store don’t tend to get warm, fuzzy feelings about giving or about the brand. By contrast, non-procrastinators aren’t motivated by fear, and they tend to feel happy and loving about their gift experiences — and the brand.