Buying Gifts For Multiple Recipients: How Culture Affects Whose Desires Are Prioritized

This research examines how culture influences when gifts deviate from recipients’ preferences. Whereas givers across cultures pass up better-liked gifts in favor of different gifts when shopping for multiple recipients, Westerners prioritize the preferences of recipients they like better, Easterners prioritize the preferences of recipients who have higher status.



Citation:

Ruomeng Wu, Mary Steffel, and Sharon Shavitt (2020) ,"Buying Gifts For Multiple Recipients: How Culture Affects Whose Desires Are Prioritized", 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: 1150-1154.

Authors

Ruomeng Wu, Western Kentucky University
Mary Steffel, Northeastern University, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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