Wedding guests are caught between a rock and a hard place when it comes to buying an appropriate gift for the happy couple, a new study has claimed.
According to the study, most people hope to garner social benefits of buying an expensive gift that somehow enhances their relationship with the newlyweds while at the same time they wish to limit monetary cost and save money.
AdvertisementThe statistical analysis of the gift "fulfillments" at several hundred online wedding gift registries found that gift giver seeking a social benefit will largely ignore the price provided the gift does not exceed their budget whereas the gift giver looking to save money will buy something that is not expensive.
Yun Kyung Oh of the Department of Business Administration, at Dongduk Women's University, said that the center of the distribution pivots on the average price available to the giver of the gifts requested by bride and groom and the higher than average-priced gifts are the target of those seeking greatest social benefit and the lower priced gifts by those hoping to save money.
The study was published in the International Journal of Electronic Marketing and Retailing.
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