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
Share Proceeding
Featured papers
See MoreFeatured
G9. The Voice From Afar: How Reverberation Affects Consumer Cognition
Johann Melzner, New York University, USA
Jochim Hansen, University of Salzburg
Featured
Is All That Glitters Gold? The Effect of Product Surface Glossiness on Consumer Judgments
Jiaqi SONG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University
Featured
Morality Matters in the Marketplace: The Influence of Morally Based Attitudes on Consumer Purchase Intentions
Andrew Luttrell, Ball State University
Jacob Teeny, Ohio State University, USA
Richard Petty, Ohio State University, USA