The Double-Edged Sword of Social Closeness in Gift Giving

Whose gifts are kept longer: a gift from a close or distant friend? Counter-intuitively, four studies suggest that people expect to retain gifts longer from distant (versus close) givers when price or quality information is available. This effect is mediated by an expectation of increasing future closeness with distant givers.


Sam J. Maglio, Evan Polman, and Alex Kaju (2017) ,"The Double-Edged Sword of Social Closeness in Gift Giving ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 768-769.


Sam J. Maglio, University of Toronto Scarborough, Canada
Evan Polman, University of Wisconsin-Madison, USA
Alex Kaju, University of Toronto, Canada


NA - Advances in Consumer Research Volume 45 | 2017

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