Mary Steffel
Mary Steffel is a researcher and first author of the 2014 Journal of Consumer Research paper on overindividuation in gift giving.
Who they are
The work of Mary Steffel reaches this site through the paper listed below. On this site the name is tied to Overindividuation.
Key papers
Steffel, M., & Le Boeuf, R. A. (2014). Overindividuation in gift giving: Shopping for multiple recipients leads givers to choose unique but less preferred gifts. Journal of Consumer Research, 40(6), 1167-1180. What it reports: Six experiments. Givers choosing for multiple recipients often passed up gifts better liked by a recipient in favour of a different gift for each, even when recipients would not compare. Not driven by different perceptions of recipients; driven by a wish to be thoughtful by treating each as unique. Focusing on recipients' preferences reduced it and helped givers choose better-liked gifts.
Key ideas
Overindividuation: Choosing a different gift for each of several recipients, in a wish to treat each as unique, even when a shared choice would be better liked.
Sources
- Steffel, M., & Le Boeuf, R. A. (2014). Overindividuation in gift giving: Shopping for multiple recipients leads givers to choose unique but less preferred gifts. Journal of Consumer Research, 40(6), 1167-1180.