The Quality Versus Quantity Trade-Off: Why and When Choices for Self Versus Others Differ

The trade-off between quality and quantity pervades many domains of life, including that of making product choices for ourselves and others, whether as gifts or as everyday favors. In five studies (four pre-registered), participants preferred quality over quantity when choosing for a friend versus for themselves. We demonstrate that one reason why this difference in choice for self and other arises is because of heightened self-presentation...