Ward, Morgan K.; Broniarczyk, Susan M. - In: Journal of Consumer Research 38 (2011) 1, pp. 164-164
identity-contrary gift for a close (vs. distant) friend who is an integral part of the self can itself cause an identity threat … to the giver. Four experiments in a gift registry context show that after making an identity-contrary gift choice for a … consumer identity research into an important consumer context, gift giving, in which individuals may make product choices that …