Thanks For Nothing: When Giving a Gift Is Worse Than Giving Nothing At All
In ‘spontaneous gifting’ contexts, where gifts are not necessitated by occasion, givers’ ‘expenditures,’ drive recipients’ perceptions of gifts and their feelings about the giver-recipient relationship. Specifically, recipients feel less (equally) affiliated with givers after receiving ‘low expenditure’ (vs. no) gifts if the individuals are in high (vs. low) investment relationships.
Morgan K Ward, Michael Lowe, Taly Reich, and Tatiana Marie Fajardo (2020) ,"Thanks For Nothing: When Giving a Gift Is Worse Than Giving Nothing At All", 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.
Morgan K Ward, Emory University, USA
Michael Lowe, Georgia Tech, USA
Taly Reich, Yale University, USA
Tatiana Marie Fajardo, Florida State University, USA
NA - Advances in Consumer Research Volume 48 | 2020
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