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.