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
Material Gifts as Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?
Adelle Xue Yang, National University of Singapore, Singapore
Minjung Koo, Sungkyunkwan University
JAEWON HWANG, Sejong University
The Power of the Past: Consumer Nostalgia as a Coping Resource
Dovile Barauskaite, ISM University of Management and Economics
Justina Gineikiene, ISM University of Management and Economics
Bob Fennis, University of Groningen, The Netherlands
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Yuwei Jiang, Hong Kong Polytechic University