Gift Cards and the Social Relationship

Kunter Gunasti, University of Connecticut, USA
Michelle Weinberger, Northwestern University, USA
Do recipients of gift cards do additional symbolic relationship work by taking the givers’ intentions into account? Only when the giver is close does the recipient uses cues on the card (theme, merchant, occasion) to spend it as the giver intended and reinforce the relationship, often overspending to do so.
[ to cite ]:
Kunter Gunasti and Michelle Weinberger (2012) ,"Gift Cards and the Social Relationship", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 949-949.