Sometimes It’S Okay to Give a Blender: Giver and Recipient Preferences For Hedonic and Utilitarian Gifts

Elanor Williams, Indiana University, USA
Emily Rosenzweig, Tulane University, USA
Gift givers are often torn between fun but frivolous gifts and useful but less fun gifts. We suggest givers favor hedonic gifts, because they focus on the moment of exchange when choosing gifts, but recipients focus on owning the gift and are more satisfied with utilitarian gifts than givers expect.
[ to cite ]:
Elanor Williams and Emily Rosenzweig (2017) ,"Sometimes It’S Okay to Give a Blender: Giver and Recipient Preferences For Hedonic and Utilitarian Gifts", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 112-116.