It’S the Thought That Counts: Choosing Between a Gift Registry Gift and Free Choice

When choosing a gift, the giver must manage three goals to choose a gift that: 1) satisfies the recipient, 2) reflects the giver’s preferences and identity and 3) reflects the relational intimacy between the giver and recipient. In three studies, we show that givers prioritize these objectives based on their relational intimacy with the recipient. Close (vs. distant) friends are more likely to reject registry gifts in favor of a freely chosen item that shows their knowledge of recipient’s preferences. However, freely choosing increases the giver’s likelihood of purchasing a less liked gift for close friend.



Citation:

Morgan Ward and Susan Broniarczyk (2011) ,"It’S the Thought That Counts: Choosing Between a Gift Registry Gift and Free Choice", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 457.

Authors

Morgan Ward, University of Texas at Austin, USA
Susan Broniarczyk, University of Texas at Austin, USA



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

G2. You Run When Time Flies: Time Metaphors Affect Inferences from the Speed of Time

N. Alican Mecit, HEC Paris, France
L. J. Shrum, HEC Paris, France
tina m. lowrey, HEC Paris, France

Read More

Featured

Feature A Benefactor or A Victim? How Charity Appeals with Different Protagonist Foci Affect Donation Behavior

Bingqing (Miranda) Yin, University of Kansas, USA
Jin Seok Pyone, University of Kansas, USA

Read More

Featured

A9. I know It’s not real, but I like it!

Junxian Yang, Singapore University of Social Sciences
Yue Wang, Singapore University of Social Sciences
Jufinnie Lim, Singapore University of Social Sciences
Yu-chen Hung, Singapore University of Social Sciences

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.