How Reasons Can Undermine the Symbolic Value of Gifts

Laurence Ashworth, Queen’s School of Business, Canada
Katherine White, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada
The current research examines the idea that information that highlights certain reasons for givers’ choice of gift will undermine their symbolic value. We test this in the context of discounts, where we find that discounted gifts reduce recipients’ appreciation, regardless of the price or whether the recipient requested it.
[ to cite ]:
Laurence Ashworth, Katherine White, and Darren Dahl (2015) ,"How Reasons Can Undermine the Symbolic Value of Gifts", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 229-233.