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.
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.
Morgan Ward, University of Texas at Austin, USA
Susan Broniarczyk, University of Texas at Austin, USA
E - European Advances in Consumer Research Volume 9 | 2011
When Less is More - How Making Products More Personal Can Decrease Purchase Intention
Michael Schulz, University of Cologne
The "Healthy=Lighter" Heuristic
Nico Heuvinck, IESEG School of Management
Yi Li, Macquarie University
Mario Pandelaere, Virginia Tech, USA
So-Bad-It’s-Good: When Consumers Prefer Bad Options
Evan Weingarten, University of California San Diego, USA
Amit Bhattacharjee, Erasmus University Rotterdam, The Netherlands
Patti Williams, University of Pennsylvania, USA