To Earmark Or Not to Earmark: Givers’ and Recipients’ Diverging Preferences For Earmarked Cash Gifts
We investigate givers’ and recipients’ preferences regarding the practice of earmarking cash gifts; that is, suggesting a cash gift be used on a particular product. Three studies demonstrate that givers are less likely to earmark cash gifts than recipients prefer, because givers view earmarking as less thoughtful compared to recipients.
Citation:
Julian Givi and Gopal Das (2021) ,"To Earmark Or Not to Earmark: Givers’ and Recipients’ Diverging Preferences For Earmarked Cash Gifts", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 229-230.
Authors
Julian Givi, West Virginia University
Gopal Das, Indian Institute of Management Bangalore
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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