Social Comparison in Decisions For Others: Considering Multiple Gift Recipients Leads to Unique But Less-Liked Gifts

Mary Steffel, University of Florida, USA
Robyn LeBoeuf, University of Florida, USA
This research examines how the social context in which a gift is selected influences gift choices. When givers select gifts for multiple recipients, they focus on what differentiates recipients instead of what each would like best. This leads givers to choose unique gifts over gifts that would be better liked.
[ to cite ]:
Mary Steffel and Robyn LeBoeuf (2011) ,"Social Comparison in Decisions For Others: Considering Multiple Gift Recipients Leads to Unique But Less-Liked Gifts", 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: 214.