16-E: Gift Cards Vs. Cash: the Effects of Money Perception on Asymmetric Preferences For Gift Cards Between Gift Givers and Receivers

The current research suggests that individuals will have different preferences for gift cards vs. cash that offer the same exchange value, depending on their roles (i.e., givers vs. receivers) and money perceptions (i.e., whether they focus on the exchange value of money or the additional meaning of money).



Citation:

Min Jung Kim (2017) ,"16-E: Gift Cards Vs. Cash: the Effects of Money Perception on Asymmetric Preferences For Gift Cards Between Gift Givers and Receivers", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1038-1038.

Authors

Min Jung Kim, Manhattan College, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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