University of Texas at Austin

Archive for November 30th, 2010


Tuesday, November 30, 2010

It adds up when the gift you buy is all about you

Susan Broniarczyk, McCombs School marketing professor, researched link between what we buy and who we are

Susan Broniarczyk, McCombs School faculty member,researched link between what we buy and who we are

The McCombs School of Business posts a timely story about shopping that can have an emotional and financial impact.

What happens when the perfect gift for a friend is just not you?

Two university researchers warn shoppers to beware of gifts that cause them to feel uncomfortable about their own identity (“I’ll give you this, but I don’t like it.”). Such purchases can spur gift givers to spend
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