How Surprisingly Little Thoughts Count in Gift-Giving: on Receiver’S Motivated Appreciation For Giver’S Thoughts

Yan Zhang, National University of Singapore, Singapore
Nicholas Epley, University of Chicago, USA
Although people say “it is the thought that counts” for a gift, thoughts count for very little unless gift receivers were motivated or otherwise triggered to consider a gift giver’s thoughts, such as when a friend’s gift has relatively little objective value, or is considered to be objectively undesirable.
[ to cite ]:
Yan Zhang and Nicholas Epley (2011) ,"How Surprisingly Little Thoughts Count in Gift-Giving: on Receiver’S Motivated Appreciation For Giver’S Thoughts", 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: 213-214.