Social Media Amplifies Gift-Givers’ Conspicuous Consumption Motivation

This research reveals an interesting misalignment between gift giver’s and receiver’s considerations. Specifically, we found that facing receivers who are social-media active (vs. inactive), givers prefer conspicuous (vs. not) gifts out of anticipation of receivers’ sharing the gifts on social media; however, gift conspicuousness does not affect receivers’ sharing intention.


Shuyu Liang and Tingting WANG (2020) ,"Social Media Amplifies Gift-Givers’ Conspicuous Consumption Motivation", 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: 1225-1225.


Shuyu Liang, Lingnan University
Tingting WANG, Sun Yat-Sen University, China


NA - Advances in Consumer Research Volume 48 | 2020

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