Assorted Gifts Can’T Buy My Love: the Effect of Intimacy on Anticipated Regret With Gifting Choice

Uncertainty about the receiver’s preferences drives anticipated regret while choosing gifts. Although choosing an assorted gift hedges the giver from anticipated regret, it doesn’t hold true with intimate couples. Partners with low (high) levels of intimacy feel lesser (more) anticipated regret when they choose an assortment over a single variant.



Citation:

Parvathy B and Tanvi Gupta (2018) ,"Assorted Gifts Can’T Buy My Love: the Effect of Intimacy on Anticipated Regret With Gifting Choice ", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 73-73.

Authors

Parvathy B, Indian Institute of Management Bangalore, India
Tanvi Gupta, Indian Institute of Management Bangalore, India



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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