Gifts that give twice are not twice as nice: Consumers avoid socially responsible gifts for picky recipients

Shih Chun Chin, Tzu Shuo Ryan Wang, Cony Ming Shen Ho

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

Gift decisions are challenging. Consumers need to gauge their recipients' preferences—a task that could be especially tough when the recipients are picky. In addition, gift decisions involve consideration of many gift attributes, such as whether the gifts also support worthy causes (i.e., socially responsible gifts). In this research, we examine how givers' decision to give socially responsible gifts is impacted by how picky the recipients are. Five studies provide convergent evidence that gift-givers are less likely to choose socially responsible gifts for picky recipients because they are perceived as lower in interpersonal warmth. Supporting our theory, the effect attenuates for gift-givers attend less to interpersonal warmth (i.e., high in social dominance orientation) and when cues indicating recipient warmth are salient. We conclude by discussing the contributions to the gift-giving and consumer pickiness literature and the practical implications for marketers promoting socially responsible gifts.

Original languageEnglish (US)
Pages (from-to)2070-2081
Number of pages12
JournalPsychology and Marketing
Volume41
Issue number9
DOIs
StatePublished - Sep 2024

Keywords

  • gift-giving
  • pickiness
  • social dominance orientation
  • socially responsible gifts
  • warmth perception

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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