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There is a considerable gap in our current understanding of gift-giving because much of what has been studied has focused on gift-giving as an affair between just two consumers a single giver and a recipient. Little is known about the impact other gifts have on the recipient of the gifts, even though some of the most common occasions for giving a gift, such as birthdays, the winter holidays, Mothers and Fathers Day, graduations, bridal showers, baby showers, bachelor and bachelorette parties, going away parties, and retirement parties, all typically involve a recipient receiving gifts from several different givers.
Researchers from Carnegie Mellon s Tepper School of Business and West Virginia University s John Chambers College of Business and Economics set out to understand gift giving dynamics in these settings and how a giver s and a recipient s evaluation of the giver s gift is influenced by the other gifts the recipient receives. ....

Jeff Galak , Christopher Olivola , Julian Givi West Virginia University , Virginia University John Chambers College Of Business , Carnegie Mellon Tepper School Of Business , Tepper School Of Business , Christopher Olivola Carnegie Mellon University , Jeff Galak Carnegie Mellon University , Journal Of Business Research , Tepper School , Father Day , Carnegie Mellon , West Virginia University , John Chambers College , Julian Givi , Carnegie Mellon University , Business Research , வர்ஜீனியா பல்கலைக்கழகம் ஜான் அறைகள் கல்லூரி ஆஃப் வணிக , கார்னகி மெலந் டெப்பர் பள்ளி ஆஃப் வணிக , டெப்பர் பள்ளி ஆஃப் வணிக , இதழ் ஆஃப் வணிக ஆராய்ச்சி , டெப்பர் பள்ளி , அப்பா நாள் , கார்னகி மெலந் , மேற்கு வர்ஜீனியா பல்கலைக்கழகம் , ஜான் அறைகள் கல்லூரி ,