A Conceptual Framework For Understanding Consumer Choices For Others

Peggy Liu, University of Pittsburgh, USA
Steven Dallas, New York University, USA
Gavan Fitzsimons, Duke University, USA
We present a conceptual 2x2 framework for consumers’ choices for others. This framework has two fundamental dimensions (the chooser’s relational focus: relationship vs. recipient oriented; the goal to please the recipient: primary vs. secondary), which combine to generate four choosing-for-others contexts: gift-giving, joint consumption, absent-recipient, and paternalistic.
[ to cite ]:
Peggy Liu, Steven Dallas, and Gavan Fitzsimons (2017) ,"A Conceptual Framework For Understanding Consumer Choices For Others", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 222-227.