Give Them What They Want: the Benefits of Explicitness in Gift Exchange

Francesca Gino, University of North Carolina at Chapel Hill, USA
Francis Flynn, Stanford University, USA
Four studies demonstrate that gift-recipients are more appreciative of gifts they explicitly request than those they do not. In contrast, gift-givers assume that both solicited and unsolicited gifts will be equally appreciated. Gift-givers expect unsolicited gifts will be considered more thoughtful by their intended recipients than is the case.
[ to cite ]:
Francesca Gino and Francis Flynn (2011) ,"Give Them What They Want: the Benefits of Explicitness in Gift Exchange", 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.