When Consumers Prefer to Give Material Gifts Instead of Experiences: The Role of Social Distance
Abstract
Although previous research suggests that there are hedonic and interpersonal benefits to gifting experiences, consumers often give material gifts rather than experiential gifts. Exploring this mismatch, the current research examines when and why consumers prefer to give material versus experiential gifts. The authors propose that gift givers are more likely to give experiential gifts to socially close recipients than socially distant recipients....
Paper Details
Title
When Consumers Prefer to Give Material Gifts Instead of Experiences: The Role of Social Distance
Published Date
Feb 21, 2018
Journal
Volume
45
Issue
2
Pages
365 - 382
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