... that the social adjustive function moderates whether consumers hold consistent or inconsistent preferences across the two purchases. Specifically, consumers generally rely more on desirability in gift-purchases than self-purchases, whereas this inconsistent preference only exists when the social adjustive...

...Gopal Das; John Peloza; Geetika Varshneya; Todd Green Purpose Although research demonstrates the importance of ethical product attributes for consumers, a prior study has not examined the role of consumption target (i.e. self-purchases vs gift-giving) on consumers’ preference for products...