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 presen...

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Bibliographic Details
Published in:Psychology & marketing 2022-02, Vol.39 (2), p.420-428
Main Authors: Givi, Julian, Das, Gopal
Format: Article
Language:English
Subjects:
Appropriations
Decision making
earmarking
Gifts
gift‐givers
gift‐giving
gift‐recipients
prosocial behavior
self‐other decision making
thoughtfulness
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