Is It Just the Thought That Counts? Experimental Investigation Into the Gift Giving Effort Effect

Risto Moisio, California State University, Long Beach, USA
Mariam Beruchashvili, California State University, Northridge, USA
Even if consumer researchers have long contended that the effort put forth into a gift is vital, specific effects of gift-giving effort on one of its most important consequences – acts of reciprocity have not been examined. The purpose of this research is to investigate the phenomenon of perceived gift giving effort from the recipient’s perspective. In this research, we empirically demonstrate what we describe as the gift giving effort effect, the idea that perceived gift giving effort sparks acts of reciprocation by the gift recipient in an array of everyday life situations.
[ to cite ]:
Risto Moisio and Mariam Beruchashvili (2009) ,"Is It Just the Thought That Counts? Experimental Investigation Into the Gift Giving Effort Effect", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 954-954.