Lowrey, Tina M; Otnes, Cele C; Ruth, Julie A - In: Journal of Consumer Research 30 (2004) 4, pp. 547-58
Most gift-giving research focuses on how aspects of the giver, recipient, or their relationship impact gift exchange. This longitudinal study of the Christmas giving of five informants demonstrates that givers strategically incorporate, or allow themselves to be influenced by, third parties when...