The Price of Love: the Gifting Behaviors of Insecure Lovers

Weixing Ma, University of Houston, USA
We demonstrate that in a romantic dyad relationship, an insecure lover is more likely to engage in more frequent gift giving to his or her beloved one, is more likely to select hedonic or discretionary items as gift choice, and is willing to pay more for a desired gift item.
[ to cite ]:
Weixing Ma (2011) ,"The Price of Love: the Gifting Behaviors of Insecure Lovers", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 825-826.