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 …

This review synthesizes the social presence literature that has been conducted in consumer
psychology over the past decade. It provides a framework for understanding the impact of …

Interpersonal relationships are essential to well-being, and gifts are often given to cultivate
these relationships. To inform gift givers of what to give and to gain insight into the …

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

This research examines how consumers make unilateral decisions on behalf of the self and
multiple others, in situations where the chosen option will be shared and consumed jointly …

Wherever consumers envision faraway locations, remember the past, predict the future,
consider the perspective of others, or entertain remote possibilities, their minds extrapolate …

Sentimental value is the value derived from an emotionally-laden item's associations with
significant others, or special events or times in one's life. The present research demonstrates …

Purpose Marketers make an effort to affect consumers through scarcity marketing thus
shaping the perception of scarcity and creating desirability for consumers. To expand the …

Purpose This study aims to add to the gift giving literature by examining how the wealth of a
recipient impacts giver spending. The authors tested the hypotheses that givers spend more …

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 …