Ask and you shall (not) receive: Close friends prioritize relational signaling over recipient preferences in their gift choices
Ward and Broniarczyk, Journal of Marketing Research 53(6), 2016, 1001-1018. Five gift-registry studies. Close givers were more likely than distant givers to choose items off the registry to signal the relationship, especially when they would receive credit for the choice; distant givers chose items that matched recipient preferences better. The divergence was not an altruistic search for better gifts and was resolved through motivated reasoning.
Ward and Broniarczyk, Journal of Marketing Research 53(6), 2016, 1001-1018. Five gift-registry studies. Close givers were more likely than distant givers to choose items off the registry to signal the relationship, especially when they would receive credit for the choice; distant givers chose items that matched recipient preferences better. The divergence was not an altruistic search for better gifts and was resolved through motivated reasoning.
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Ward, M. K., & Broniarczyk, S. M. (2016). Ask and you shall (not) receive: Close friends prioritize relational signaling over recipient preferences in their gift choices. Journal of Marketing Research, 53(6), 1001-1018. doi:10.1509/jmr.13.0537 https://doi.org/10.1509/jmr.13.0537