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.



Citation:

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.

Authors

Jooyoung Park, Peking University
MENGSHU CHEN, Tencent Holdings Limited



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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