Social Comparison in Decisions For Others: Considering Multiple Gift Recipients Leads to Unique But Less-Liked Gifts

This research examines how the social context in which a gift is selected influences gift choices. When givers select gifts for multiple recipients, they focus on what differentiates recipients instead of what each would like best. This leads givers to choose unique gifts over gifts that would be better liked.



Citation:

Mary Steffel and Robyn LeBoeuf (2011) ,"Social Comparison in Decisions For Others: Considering Multiple Gift Recipients Leads to Unique But Less-Liked Gifts", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 214.

Authors

Mary Steffel, University of Florida, USA
Robyn LeBoeuf, University of Florida, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

Family Consumption Experiences Across Generations

Tandy Chalmers Thomas, Queens University, Canada
Linda L Price, University of Oregon, USA

Read More

Featured

Stigma at Every Turn: Exploring Bi+ Consumer Experiences

Abigail Jean Nappier Cherup, University of Nebraska-Lincoln
Andre F. Maciel, University of Nebraska-Lincoln

Read More

Featured

Taking a Leaf out of my Review: The Asymmetrical Link between Linguistic Similarity and Attitude Certainty for Writers and Readers of Product Reviews

Ann Kronrod, University of Massachusetts, USA
Yakov Bart, Northeastern University, USA

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.