(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.


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.


Julian Givi, West Virginia University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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