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022			_a00935301
040			_aMSU _bEnglish _cMSU _erda
050	0	0	_aHF5415.3 JOU
100	1		_aWard, Morgan K. _eauthor
245	1	0	_aIt’s not me, it’s you : _bhow gift giving creates giver identity threat as a function of social closeness / _ccreated Morgan K. Ward and Susan M. Broniarczyk
264	1		_aOxford : _bOxford University Press, _c2013.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of consumer research _vVolume 40, number ,
520	3		_aPrior research has established that consumers are motivated to purchase identity-consistent products. We extend consumer identity research into an important consumer context, gift giving, in which individuals may make product choices that run counter to their own identities in order to fulfill the desires of the intended recipient. We find that purchasing an 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 close (vs. distant) friend, givers subsequently engage in behaviors that reestablish their identity such as indicating greater identity affiliation with the threatened identity and greater likelihood to purchase identity-expressive products. This research highlights the opposing forces that product purchase may exert on consumer identity as both a potential threat and means of self-verification.
650			_aConsumer motivation _vGifts _xGifts
700	1		_aBroniarczyk, Susan M. _eco author
856			_uhttps://doi.org/10.1086/658166
942			_2lcc _cJA
999			_c169088 _d169088