A new study has revealed that conscious efforts to recognise positive life events while meeting for food and drink can leave you feeling more socially accepted. Published in the Journal of Public Policy & Marketing, the research finds that celebrations involving three conditions - social gathering, eating or drinking, and intentionally marking a positive life event, will increase perceived social support.
Previous research had established that perceived social support is the belief you have a social network that will be there for you in case of future negative life events. That belief is associated with health and well-being outcomes, including increased lifespan and decreased anxiety and depression. Kelley Gullo Wight, assistant professor at the Indiana University Kelley School of Business and co-author of the study, said, “Many celebrations this time of year include two of the three conditions - eating and drinking while gathering together. Adding the third condition, making an intentional effort to recognise others’ 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.”
The scientists involved in the study used behavioural experiments to survey thousands of participants over several years. Their research revealed that even if gatherings are virtual, if everyone has food and drink 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. Assistant professor of marketing at the University of Connecticut and co-author on the study, Danielle Brick said, “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. This would be a good time for non-profits to market donation campaigns, when many people celebrate 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 more at-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.