M5. the More Expensive a Gift Is, the More It Is Appreciated? the Effect of Gift Price on Recipients’ Appreciation
Two studies show that a gift with a higher or lower price than the recipient expects decreases their appreciation. Our findings suggest that recipients perceive givers as being less thoughtful when the gift price is lower than expected, whereas they feel burden to repay when the gift price is higher.
Jooyoung Park and MENGSHU CHEN (2018) ,"M5. the More Expensive a Gift Is, the More It Is Appreciated? the Effect of Gift Price on Recipients’ Appreciation", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 923-923.
Jooyoung Park, Peking University
MENGSHU CHEN, Tencent Holdings Limited
NA - Advances in Consumer Research Volume 46 | 2018
A Conceptual Framework of Violation of Trust and Negative Emotional Responses during Brand Transgressions
Karthik Selvanayagam, Indian Institute of Technology, Madras
Varisha Rehman, Indian Institute of Technology, Madras
Divorcing the Market
Deniz Atik, University of Texas Rio Grande Valley, USA
A. Fuat Fırat, University of Texas Rio Grande Valley, USA
Ebru Uzunoğlu, Izmir University of Economics
G13. Odor Priming and Product Preferences: When Smells Regulate Preferences for Semantically-Congruent Products and Brands
Ramona De Luca, EAESP-FGV
Delane Botelho, EAESP-FGV