Ask and You Shall (Not) Receive: Choosing Between a Gift Registry Gift and Free Choice

Morgan Ward, University of Texas at Austin, USA
Susan Broniarczyk, University of Texas at Austin, USA
In three studies, we show that givers choosing a gift for a close (vs. distant) friend often reject gift registry items in favor of gifts reflecting the relational intimacy between the giver and recipient. This results in givers choosing less liked gifts for their close friends, potentially undermining important relationships.
[ to cite ]:
Morgan Ward and Susan Broniarczyk (2011) ,"Ask and You Shall (Not) Receive: Choosing Between a Gift Registry Gift and Free Choice", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.