Mine and Mine Only: the Influence of Gifts on Their Replacement and Subsequent Brand Evaluation

Y. Jin Youn, Northwestern University, USA
Kiwan Park, Seoul National University, Republic of Korea
Although gift giving is a common social interaction, how gifts influence gift receivers is largely underexplored. Current research demonstrates that gift receivers project gift givers on the gift (study 1), and this influences product replacement (study 2). Furthermore, gifts reveal to have broader consequences on brand evaluation (study 3a & 3b).
[ to cite ]:
Y. Jin Youn and Kiwan Park (2013) ,"Mine and Mine Only: the Influence of Gifts on Their Replacement and Subsequent Brand Evaluation ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.