Ask and You Shall (Not) Receive: Close Friends Prioritize Relational Signaling Over Recipient Preferences in Their Gift Choices

Morgan Ward, Southern Methodist University, USA
Susan Broniarczyk, University of Texas at Austin, USA
Gift givers balance the altruistic goal to match recipients’ preferences, against the egoistic goal to relationally signal with gifts expressing their knowledge of the recipient. In a gift-registry context, close friends diverge to egoistic gifts which they justify by distorting their perceptions, such that egoistic gifts are seen as altruistic.
[ to cite ]:
Morgan Ward and Susan Broniarczyk (2013) ,"Ask and You Shall (Not) Receive: Close Friends Prioritize Relational Signaling Over Recipient Preferences in Their Gift Choices", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.