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.
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.
Mary Steffel, University of Florida, USA
Robyn LeBoeuf, University of Florida, USA
NA - Advances in Consumer Research Volume 39 | 2011
Family Consumption Experiences Across Generations
Tandy Chalmers Thomas, Queens University, Canada
Linda L Price, University of Oregon, USA
Stigma at Every Turn: Exploring Bi+ Consumer Experiences
Abigail Jean Nappier Cherup, University of Nebraska-Lincoln
Andre F. Maciel, University of Nebraska-Lincoln
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