Journal of Consumer Research

JCR publishes papers of the highest quality on topics in consumer research. Editors: Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen, and Stacy Wood.

The Pitch: Gift-Giving Research

Is Valentine’s Day on your mind? Or on your heart?  Here are some fascinating JCR research findings on how and why we give gifts!

Givers Aren’t Maximizing Recipient Happiness Like They Think

Experiential Gifts Build Stronger Relationships than Material Gifts

Social Distance and Gift-Giving

The Downside of Choosing Gifts for Lots of Others

How Gift-cards Change Shopping Behavior

The Anthropology of Gift-Giving

Why Gift-Giving Makes Us Anxious


Stacy Wood

Stacy is the Langdon Distinguished University Professor of Marketing at NC State University and a member of the JCR editorial team.

Stacy Wood has 30 posts and counting. See all posts by Stacy Wood