A Conceptual Framework For Understanding Consumer Choices For Others

We present a conceptual 2x2 framework for consumers’ choices for others. This framework has two fundamental dimensions (the chooser’s relational focus: relationship vs. recipient oriented; the goal to please the recipient: primary vs. secondary), which combine to generate four choosing-for-others contexts: gift-giving, joint consumption, absent-recipient, and paternalistic.


Peggy Liu, Steven Dallas, and Gavan Fitzsimons (2017) ,"A Conceptual Framework For Understanding Consumer Choices For Others", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 222-227.


Peggy Liu, University of Pittsburgh, USA
Steven Dallas, New York University, USA
Gavan Fitzsimons, Duke University, USA


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


Brand movement

Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University

Read More


Perceptions of Disability in the Marketplace: Moral Character Inferences and Persuasion

Helen van der Sluis, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Kirk Kristofferson, Ivey Business School

Read More


Q7. Desire in Performed Consumption: Examining the Case of Korean Beauty Vlogging

Marie-Eve Jodoin, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada

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.