When and Why Choices for Others Diverge from Consumers' Own Salient Goals

Consumers frequently make choices and purchase products for other people (e.g., buying a gift for a friend). While extant research identified many factors that influence how choices for others are made, much of this literature focused on product‐specific factors or motivations pertaining to the process of exchange to understand choice‐for‐others phenomena. Little is known about the influence of consumer‐relevant factors on choices made for other...