When Gift Giving Is Stressful: the Role of Relationship Style

In two studies, this research explores relationship attachment style as an antecedent of gift giving stress, and investigates the differential impact of separate insecure attachment styles on consumers’ attitudes toward various stages of gift giving. Implications for theory and practice are discussed.


Lale Okyay Ata, Zeynep Gurhan Canli, and Nicole Verrochi Coleman (2016) ,"When Gift Giving Is Stressful: the Role of Relationship Style", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 751-751.


Lale Okyay Ata, Koc University, Turkey
Zeynep Gurhan Canli, Koc University, Turkey
Nicole Verrochi Coleman, University of Pittsburgh, USA


NA - Advances in Consumer Research Volume 44 | 2016

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