When Consumers Prefer to Give Material Gifts Instead of Experiences: The Role of Social Distance

Summary

Although experiential gifts can provide relational benefits, givers are more likely to select them for socially close recipients. The research suggests that experiences feel more preference-dependent and therefore socially riskier when the giver does not know the recipient well.

Key findings

• Across eight studies, givers are more likely to choose experiential gifts for socially close recipients than for distant ones.
• Experiences feel more preference-dependent, and therefore socially riskier to give, when the giver doesn't know the recipient well.

Themes

• Experiences vs. Things

Used in these research topics

• Experience Gifts vs. Physical Gifts: What the Research Says