15C Date Night Or Diamond? Examining Preferences For Romantic Gifts Across Cultures

This research aims to examine the recipient’s preference of gift type (experiential vs. material) in a cross-cultural context. Employing two experimental studies, the results show the underlying mechanisms that explain the recipient’s preference for each type of gift.


Sydney Chinchanachokchai, Theeranuch Pusaksrikit, and Cele Otnes (2019) ,"15C Date Night Or Diamond? Examining Preferences For Romantic Gifts Across Cultures", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 964-964.


Sydney Chinchanachokchai, University of Akron, USA
Theeranuch Pusaksrikit, Chulalongkorn University, Thailand
Cele Otnes, University of Illinois at Urbana-Champaign, USA


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


Brand’s Moral Character Predominates in Brand Perception and Evaluation

Mansur Khamitov, Nanyang Technological University, Singapore
Rod Duclos, Western University, Canada

Read More


Format Neglect?: How Different Rank Claim Formats Influence Preference

Julio Sevilla, University of Georgia, USA
Mathew S. Isaac, Seattle University
Rajesh Bagchi, Virginia Tech, USA

Read More


F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy

Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.