The authors propose a model of gift evaluation by consumers, which specifies that the total value or utility of a gift transaction is an additive and a multiplicative function of the acquisition utility and exchange utility of the gift. They apply the model to the evaluation of money as a gift,...

Purpose The article introduces practitioners to the concept and process of co-creating customization with buyers. Design/methodology/approach This article offers a process and a model that mass market companies can use to take a scalable approach to involving customers in offering development,...