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



Share Proceeding

Featured papers

See More

Featured

Tattoo: A Perspective Beyond Estethics

Luana C. Moraes, Universidade de Sao Paulo
Gabriela L. Pinheiro, Universidade de Sao Paulo
Nathalia S. Arthur, Universidade de Sao Paulo
Eliani C. Flores, Universidad Catolica del Peru
Jose Mauro C. Hernandez, Centro Universitário FEI

Read More

Featured

P13. Self-Selected versus Fixed Price Bundling: The Effect of Bundle Type on Perceived Quality

Burcak Bas, Bocconi University, Italy
GULEN SARIAL ABI, Bocconi University, Italy

Read More

Featured

Don't Troll Me Bro: A Study of Griefing in Video Games

Elana Harnish, Ohio University
Jacob Lee Hiler, Ohio University

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.