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Buying a Gift

Product Price Moderation of Social Normative Influences on Gift Purchase Intentions

McGill University

The present study examines correlations of attitudinal and social normative variables with intentions to purchase gift items varying in price (perceptually expensive and inexpensive). Subjects were 57 undergraduate students (60% male). Twenty-two were randomly selected and chose the experimental products. Thirty-five subjects, via semantic differential scales, indicated purchase attitudes, normative perceptions, and purchase intentions for two inexpensive and two expensive gifts. Results showed attitudes and norms were equally correlated with intentions to purchase inexpensive gifts, while attitudes dominated norms for expensive items. As price increased, intentions converged with attitudes, normative considerations becoming less germane.

Personality and Social Psychology Bulletin, Vol. 6, No. 1, 143-147 (1980)
DOI: 10.1177/014616728061022


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