Pick a card: Price ranges and gift card choice |
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| Affiliation: | 1. The David D. Reh School of Business, Clarkson University – Capital Region Campus, Schenectady, NY, 12308, 518-631-9888, USA;2. The David D. Reh School of Business, Clarkson University, Potsdam, NY, 13699, 315-268-2300, USA;1. École de gestion, Université de Sherbrooke, Sherbrooke, QC, J1K 2R1, Canada;2. Montpellier SupAgro, 2 place Viala, 34060, Montpellier France;3. Université Pierre Mendès-France, BP 47, 38040, Grenoble Cedex, France;1. Systems Science and Engineering, Cornell University, Ithaca, NY, 14 853, USA;2. Design and Environmental Analysis, College of Human Ecology, Cornell University, USA;3. School of Civil and Environmental Engineering, Cornell University, USA;1. Department of Management, Università Politecnica delle Marche, Piazzale Martelli Raffaele, 8, 60121, Ancona, Italy;2. Department of Information Engineering, Università Politecnica delle Marche, Via Brecce Bianche 12, 60131, Ancona, Italy |
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| Abstract: | Gift cards are wildly popular with consumers. Vast assortments of gift cards are available at many regional and national retail stores (e.g., grocery, convenience, home improvement). The present research examines consumer reactions to price range amounts displayed on gift cards (e.g., $20-$100; $25-$250). Commonly affixed to gift cards to convey possible purchase loads, price ranges appear to serve as contextual information for a desired purchase load as a gift that can affect beliefs about the recipient's views of the gift card i.e., metaperceptions. Specifically, these metaperceptions tend to be more negative for a gift card displaying a price range when the desired purchase load is the lower bound rather than the upper bound. These beliefs can, in turn, affect gift card choice, but only when social risk is applicable. Four studies provide support for the theory. |
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| Keywords: | Gift card Price range Metaperceptions |
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