Beauty Is Pain: Understanding How Gift Card Design Influences Acquisition, Redemption, and Product Evaluations
Despite the popularity of gift cards, there has been limited work exploring the levers of gift card selection and redemption. In the current research, we examine how gift card design, a ubiquitous yet often overlooked aspect of gift cards, can impact acquisition, redemption, and product evaluations after purchase.
Freeman Wu, Adriana Samper, Andrea Morales, and Gavan Fitzsimons (2021) ,"Beauty Is Pain: Understanding How Gift Card Design Influences Acquisition, Redemption, and Product Evaluations", 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: 146-150.
Freeman Wu, Vanderbilt University
Adriana Samper, Arizona State University
Andrea Morales, Arizona State University
Gavan Fitzsimons, Duke University
NA - Advances in Consumer Research Volume 49 | 2021
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