Abstract
Gift giving is a pervasive behavior, yet, as consumer researchers, we know little about it, A review of the literature reveals what appears to be solid conceptualization in the area; however, scant empirical work has been conducted in accord. The current research centers on the measurement of attitudes about gift giving. An experiment was conducted in which one of the two factors of the proposed scale (IRRITATION) emerged as a statistically significant covariate in regards to two estimated behavioral measures. Thus, it is argued that a standardized measure of attitude about gift giving may serve as a helpful covariate in future experiments that manipulate gift giving variables.
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© 2015 Academy of Marketing Science
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Macklin, M.C., Walker, M. (2015). The Joy and Irritation of Gift Giving. In: Bahn, K. (eds) Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17046-6_6
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DOI: https://doi.org/10.1007/978-3-319-17046-6_6
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17045-9
Online ISBN: 978-3-319-17046-6
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