When Doing Good Is Bad in Gift-Giving: Mispredicting Appreciation of Socially Responsible Gifts

Lisa A. Cavanaugh, University of Southern California, USA
Francesca Gino, Harvard Business School, USA
Gavan Fitzsimons, Duke University, USA
Gift givers mispredict appreciation for socially responsible gifts, and their mispredictions depend on the nature of their relationship to the recipient. Four studies find that givers overestimate their appreciation for distant others, i.e. those whom the giver has more to gain with by making better gift choices.
[ to cite ]:
Lisa A. Cavanaugh, Francesca Gino, and Gavan Fitzsimons (2015) ,"When Doing Good Is Bad in Gift-Giving: Mispredicting Appreciation of Socially Responsible Gifts", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 229-233.