Picking Gifts for Picky People

Shoppers report that 39% of their holiday gift-purchases are for someone “picky.” However, despite the ubiquity shopping picky people, little research has examined how people choose gifts people. In present research, we define “picky gift recipient” as perceived to have narrow and unpredictable preferences, show alters giving behavior. We find although norms prescribe givers spend effort, time, money on strengthen social ties, an exception this rule occurs when a recipient is picky. When picky, believe increasing resources will not result in greater recipient-satisfaction with itself—a lay belief ultimately demotivates givers, causing them fewer (even friends). That said, consumers more willing superficial gift-features such professional wrapping, “dress up” gifts. Based preference, developed tested novel promotion strategy retailers could implement recoup some lost spending by who all, contributes literature dynamics, provides insights broadly into shoppers negotiate burden whom they anticipate like choice.