Motives For Anonymous Gift-Giving and Its Beneficiaries

New initiatives foster the possibility to gift-give strangers. However, why would someone gift a stranger and who is the stranger receiving the gifted item? With a representative study, we found that while benefitting people with lower socio-economic status is an important motive, anonymous gift-giving does not reach the socio-economic poor.


Sarah Marth, Barbara Hartl, Eva Hofmann, and Elfriede Penz (2020) ,"Motives For Anonymous Gift-Giving and Its Beneficiaries", 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: 469-469.


Sarah Marth, University of Applied Sciences Wiener Neustadt
Barbara Hartl, Vienna University of Economics and Business
Eva Hofmann, Vienna University of Economics and Business
Elfriede Penz, Vienna University of Economics and Business


NA - Advances in Consumer Research Volume 48 | 2020

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