on the Role of Effort in Budgeting a Gift For a Loved One

Gifts are scripted as indispensable vehicles to convey affection to the loved ones (Belk and Coon 1993). We propose that donors actually present a “love basket” filled up with gifts and effort to his loved ones, therefore gift budgeting is a function of effort associated with gift-giving. Three lab studies showed that the more effort the donor exerted, the less he would spend on buying gifts. This effect was only observed when effort could be perceived and decoded by recipients. When recipients couldn’t explicitly infer effort from the gifts, be it motivated or forced, effort didn’t impact gift budgeting.


Yanan Wang and Ulf Bockenholt (2011) ," on the Role of Effort in Budgeting a Gift For a Loved One", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 105-106.


Yanan Wang, Bishop's University
Ulf Bockenholt, Northwestern University


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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