This research examines how the social context in which gifts are selected influences gift choices. Six experiments show that, when givers select gifts for multiple recipients, they tend to pass up gifts that would be better liked by one or more recipients in favor of giving different gifts to...

Despite the growing prevalence of products that allow people to improve themselves, there is limited research to date on how consumers perceive the use of these products. We introduce a theoretical framework that explains how consumers interpret the effects of such products and how they judge...