Group Gift Giving: Why More Givers Tend to Buy a “Bigger” Gift?
The present research introduces the bigger-gift effect in group gifting. Using two experiments and one field study, we propose that compared to individual gifting, group gifting in which multiple people buy a gift for someone together increases spending per person because of a heightened desire to make an impact.
Yaxuan Ran and Yanfen You (2021) ,"Group Gift Giving: Why More Givers Tend to Buy a “Bigger” Gift?", 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: 240-241.
Yaxuan Ran, Zhongnan University of Economics and Law
Yanfen You, University of Massachusetts Amherst
NA - Advances in Consumer Research Volume 49 | 2021
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