Gifts that give twice are not twice as nice: Consumers avoid socially responsible gifts for picky recipients
研究发现，送礼者更少为挑剔的收礼者选择社会责任礼物，因为这类礼物被认为缺乏人际温暖；这一效应在关注人际温暖的送礼者中更显著。
Abstract Gift decisions are challenging. Consumers need to gauge their recipients' preferences—a task that could be especially tough when the recipients are picky. In addition, gift decisions involve consideration of many gift attributes, such as whether the gifts also support worthy causes (i.e., socially responsible gifts). In this research, we examine how givers' decision to give socially responsible gifts is impacted by how picky the recipients are. Five studies provide convergent evidence that gift‐givers are less likely to choose socially responsible gifts for picky recipients because they are perceived as lower in interpersonal warmth. Supporting our theory, the effect attenuates for gift‐givers attend less to interpersonal warmth (i.e., high in social dominance orientation) and when cues indicating recipient warmth are salient. We conclude by discussing the contributions to the gift‐giving and consumer pickiness literature and the practical implications for marketers promoting socially responsible gifts.