Closeness and Purchase Strategy Independently Influence Gift Choice

This research aims to examine whether gift givers process social distance and purchase strategy independently. We plan to adopt drift diffusion model to simulate the decisional dynamics of givers, then to check whether the drift rates of the processing of social distance and purchase strategy choice are correlated.



Citation:

Dong Lyu and Jia Jin (2020) ,"Closeness and Purchase Strategy Independently Influence Gift Choice", 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.

Authors

Dong Lyu, University of Nottingham
Jia Jin, Ningbo University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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