Resist His Temptation Vs. Reject His Generosity: Luxury Gifts in Romantic Relationships

Shibiao Ding, Ghent University, Belgium
Mario Pandelaere, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
Gift-giving in romantic relationships is an important topic in consumer research, but surprisingly, women’s attitude towards luxury gifts is still not well understood. We explore two framings of luxury, temptation versus generosity, and highlight the conditions under which those framings result in accepting or rejecting luxury gifts.
[ to cite ]:
Shibiao Ding, Mario Pandelaere, and Hendrik Slabbinck (2014) ,"Resist His Temptation Vs. Reject His Generosity: Luxury Gifts in Romantic Relationships", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 782-782.