17B Is a Gift on Sale “Heart-Discounted”?: Givers’ Misprediction on the Value of Discounted Gifts

The present research reveals that givers and recipients differ in their evaluation of gifts on a price discount. Whereas givers perceive discounted (vs. regular priced) gifts as less valuable, recipients’ evaluations do not differ. This discrepancy is driven by givers’ perception that discounted gifts are less thoughtful.



Citation:

Yookyung Park and Youjae Yi (2019) ,"17B Is a Gift on Sale “Heart-Discounted”?: Givers’ Misprediction on the Value of Discounted Gifts", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 986-986.

Authors

Yookyung Park, Seoul National University, South Korea
Youjae Yi, Seoul National University, South Korea



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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