(Not) Giving the Same Old Song and Dance: Gift-Givers’ Aversion to Repeating Gifts
This research demonstrates that when deciding between a gift that they previously gave to the recipient and alternative gifts that they are yet to give to the recipient, gift-givers do not give repeat gifts as often as recipients prefer because givers hold misguided concerns about thoughtfulness and boringness.
Citation:
Julian Givi (2020) ,"(Not) Giving the Same Old Song and Dance: Gift-Givers’ Aversion to Repeating Gifts", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 367-367.
Authors
Julian Givi, West Virginia University, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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