Givers mis-predict appreciation for socially responsible gifts
Lisa A. Cavanaugh, Francesca Gino and Gavan J. Fitzsimons
Gifts that support a worthy cause (i.e., “gifts that give twice”), such as a charitable donation in the recipient’s name, have become increasingly popular. Recipients generally enjoy these gifts, which not only benefit others in need but also make individuals feel good about themselves. But do givers accurately predict appreciation of these types of gifts? Across three studies, researchers show that gift givers mis-predict appreciation for socially responsible gifts, and that their mis-predictions depend on the nature of their relationship to the recipient.
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