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



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