16M Rational Gifts For Communal Recipients, Emotional For Exchange: How Relational Norms Influence Gift Choices

This research explores gifting behaviors from the perspective of relational norms. It finds when people purchase gifts for communal (vs. exchange) recipients, they depend on rational analyses (vs. intuition and impressions) and prefer cognitively (vs. affectively) superior products. Givers’ perception of being rational decision makers moderates this effect.



Citation:

Lingzhi Yu, Tingting Zhao, and Xiucheng Fan (2019) ,"16M Rational Gifts For Communal Recipients, Emotional For Exchange: How Relational Norms Influence Gift Choices", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1001-1001.

Authors

Lingzhi Yu, Fudan University, China
Tingting Zhao, Fudan University, China
Xiucheng Fan, Fudan University, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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