Why a Frying Pan Is Better Than Flowers: a Construal Level Approach to Gift Exchange

Ernest Baskin, Yale University, USA
Cheryl Wakslak, University of Southern California, USA
Yaacov Trope, New York University, USA
Nathan Novemsky, Yale University, USA
How does one decide on the perfect gift? Givers conceptualize gifts abstractly, and therefore choose gifts higher on desirability attributes over gifts higher on feasibility attributes. Recipients, in contrast, conceptualize gifts more concretely, and care more about feasibility attributes. Support emerges in studies examining mindsets, evaluations and reciprocity judgments.
[ to cite ]:
Ernest Baskin, Cheryl Wakslak, Yaacov Trope, and Nathan Novemsky (2012) ,"Why a Frying Pan Is Better Than Flowers: a Construal Level Approach to Gift Exchange", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 134-138.