Material Gifts As Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?
Five experiments demonstrate that gift-givers show a stronger preference to endow receivers with material gifts (vs. experiential gifts), compared with receivers’ preferences to receive them, because givers overestimate the extent to which material gifts will facilitate bonding as a relationship mnemonic and reminds the receivers of givers’ obliging behavior.
Adelle Xue Yang, Minjung Koo, and JAEWON HWANG (2018) ,"Material Gifts As Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 867-868.
Adelle Xue Yang, National University of Singapore, Singapore
Minjung Koo, Sungkyunkwan University
JAEWON HWANG, Sejong University
NA - Advances in Consumer Research Volume 46 | 2018
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