From Powerlessness to Variety-Seeking When Choosing For Others: Making Gift Choices For a Romantic Partner

Many goods are purchased for others (e.g. gifts). When choosing a gift for a romantic partner, would one’s sense of power affect the choice? We demonstrate that feeling powerless increases variety seeking in choices made for the partner, mediated by the reduced certainty in one’s partner’s preferences associated with powerlessness.



Citation:

Sahoon Kim, Sharon Shavitt, and Carlos Torelli (2020) ,"From Powerlessness to Variety-Seeking When Choosing For Others: Making Gift Choices For a Romantic Partner", 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: 1190-1190.

Authors

Sahoon Kim, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA
Carlos Torelli, University of Illinois at Urbana-Champaign, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

L7. The Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior

Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA

Read More

Featured

When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product

Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA

Read More

Featured

Crime and Punishment through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users

Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.