To earmark or not to earmark when gift‐giving: Gift‐givers' and gift‐recipients' diverging preferences for earmarked cash gifts

Much research has shed light on the what to give facet of gift‐giving; that is, which types of products should consumers give as gifts? However, little research has investigated the how to give component of gift‐giving; that is, holding the gift itself constant, how should it be given? In the present work, we explore the messaging aspect of how to give , thereby expanding the gift‐giving literature. Specifically, we investigate gift‐givers' and...