Who's the best gift-giver? Baylor marketing expert shares her research findings2018-04-06
Meredith David, Ph.D., assistant professor of marketing, studies marketing strategies with an emphasis on consumer behavior and well-being. Her newest study on gift-giving centers on "social projection" -- making choices on behalf of others based on your own preferences.
The research reveals that people who are “secure” in interpersonal settings are the ones most likely to engage in social projection (making choices on behalf of others based on their own preferences). Conversely, those who are “anxious” in such settings are less likely to assume that others share their own preferences and less likely to make choices for others based on their personal attitudes.
“You’d think that secure people with lots of friends and healthy personal relationships would have a better idea of what someone would like as a gift, but that’s not the case,” David said. “This research shows that individuals who are anxious in interpersonal situations and who have fewer close, personal relationships are better at predicting what a person may like.”
Dr. David’s research focuses on marketing strategies with an emphasis on consumer behavior and well-being. Recently, her research has explored how new media technologies, including smartphones, impact personal and workplace relationships. Dr. David has also published research related to customized pricing tactics, interpersonal attachment styles, and the pursuit of health goals. Her research appears in numerous journals including the Journal of Business Research, Journal of the Association for Consumer Research, Journal of Advertising, European Journal of Marketing, and Psychology & Marketing, among others. Dr. David has been interviewed and quoted for her research in many national and international news outlets, including ABC News, Fox News, Oprah.com, Redbook Magazine, Consumer Reports and Health Magazine.