Is It Riskier to Receive Than to Give?: the Effect of Social Closeness on Gift Recipients’ Responses to Identity-Inconsistent Gifts

Gift exchange is an important social interaction that shapes one’s identity and supports social ties. Receiving a gift that is identity-inconsistent causes the recipient to feel dissonance and respond by 1) expanding his/her existing identity to accommodate the gift or 2) withdrawing from the relationship to avoid receiving non-verifying feedback.



Citation:

Morgan Ward and Susan Broniarczyk (2011) ,"Is It Riskier to Receive Than to Give?: the Effect of Social Closeness on Gift Recipients’ Responses to Identity-Inconsistent 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: 219.

Authors

Morgan Ward, Southern Methodist University, USA
Susan Broniarczyk, University of Texas at Austin, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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