When Gift-Giving Is Selfish: a Motivation to Be Unique

We demonstrate that gift-givers avoid giving gifts they own themselves since doing so would make their versions of those items, and thus they themselves, feel less unique. Instead, givers select gifts they do not own, even when this results in recipients receiving less-preferred gifts.



Citation:

Julian Givi and Jeff Galak (2019) ,"When Gift-Giving Is Selfish: a Motivation to Be Unique", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 585-585.

Authors

Julian Givi, West Virginia University, USA
Jeff Galak, Carnegie Mellon University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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