Keeping the Joneses From Getting Ahead in the First Place: the Influence of Envy on Gift-Giving Behavior

We demonstrate that consumers are averse to giving gifts that are superior to their own possessions because they believe doing so would lead them to like their possessions less. As a result, they instead give gifts that are not superior to their own possessions, even when such gifts are less-preferred.



Citation:

Julian Givi and Jeff Galak (2019) ,"Keeping the Joneses From Getting Ahead in the First Place: the Influence of Envy on Gift-Giving Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 586-586.

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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