In recent decades, scholars across all areas of marketing have studied consumer gift‐giving
behavior. Despite the growing popularity of this research topic, no extensive review of the …

We propose that many giver-recipient discrepancies in the gift-giving literature can be
explained, at least partially, by the notion that when evaluating the quality of a gift, givers …

Although most research on consumers' choices, and resulting insights, have focused on
choices that consumers make solely for themselves, consumers often make choices for …

We document a tendency to demean others' needs: believing that psychological needs—
those requiring mental capacity, and hence more uniquely human (eg, need for meaning …

Gift giving has long intrigued and perplexed consumers and scholars alike. Of particular
interest is when and why givers bestow gifts that miss the mark with recipients. The current …

The current research examines the relationship between crowding and consumers'
responsiveness to sales promotions. Six studies show that the experience and feeling of …

The main purpose of this research is to investigate whether, why, and when givers and
recipients perceive the value of a discounted gift differently. The studies provide convergent …

Purpose In social networking services gift giving, the decision to send a gift is often initiated
by spontaneous news about others, who may have recently experienced fortune or …

Previous research has identified discrepancies between gift givers and receivers in their
attitudes towards certain types of gifts, such as self‐improvement gifts. However, it remains …

This research examines the effects of gift prices on recipients' gratitude. Five studies show
an inverted U-shaped relationship between gift price and recipients' gratitude. Recipients …