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"Gift cards "
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Is a $200 Nordstrom Gift Card Worth More or Less Than a $200 Gap Gift Card? The Asymmetric Valuations of Luxury Gift Cards
•Gift givers prefer to give gift cards to luxury stores.•Gift recipients prefer to receive non-luxury gift cards as gifts.•Resellers demand and buyers pay lower prices for luxury gift cards.•Valuation of gift cards is mediated by their perceived utility as gifts.
Gift cards account for a $200 billion market in the US, yet little is known about consumers’ preferences and valuations of different gift cards. We examine how average US consumers feel about exchanging luxury brand gift cards (LGCs) versus non-luxury brand gift cards (NLGCs). Using secondary data analyses, surveys, and experiments, we demonstrate two asymmetries: between valuations of LGCs versus NLGCs and between valuations of gift cards by givers versus recipients. We show that LGCs are valued less than NLGCs with identical price tags. LGCs are more likely to be swapped or sold. Resellers demand and buyers pay lower prices for LGCs. These effects are mediated by the perceived utility of the gift cards as gifts and moderated by a person’s role in the gifting process. Gift givers value and prefer to give LGCs more, whereas recipients prefer and value NLGCs more.
Journal Article
Effects of gift card on an environmental and a newsvendor issue
This article addresses the issues related to gift card incentive policies in relation to environmental issues and news outlets, in which demand is uncertain and depends on the unit price of recycling and discounts for gift cards offered by retailers to customers. The impact of carbon emissions, gift cards and product recycling on retail decisions is determined. For this purpose, three models of carbon emission incentives, direct cap, carbon cap and carbon tax were developed. In these models, the goal was to maximize profit function, for which the optimal amounts of order amount, gift card discount and recycling price were calculated. Finally, a numerical example was used to show the effect of parameters on the profit function and decision changes; then, sensitivity analysis was performed. Findings showed that recycle prices, order quantities, discount for the gift card and total profits decreased by increasing carbon taxes. Recycle price, order quantity, discount for the gift card and total profit increased with increasing carbon cap; also, increasing carbon price decreased the amount of recycle price, order quantity, discount for the gift card and total profits.
Journal Article
On the Mental Accounting of Restricted-Use Funds
This article emphasizes the role of categorization in mental accounting and proposes that once a mental account is established, purchases that are highly congruent with the purpose of the mental account (i.e., typical category members) will be more preferred in selection decisions compared to purchases that are less congruent (i.e., atypical category members). This hypothesis is tested in the context of gift cards. Six studies find that people shopping with a retailer-specific gift card—and so, the authors argue, possessing a retailer-specific mental account—express an increased preference for products more typical of the retailer compared to those shopping with more fungible currency. This pattern is found to occur for both well-known retailers, where people already possess product-typicality knowledge, and fictional retailers, where product-typicality cues are provided. An alternative account based on semantic priming is not supported by these data. These results both broaden the contemporary understanding of how mental accounting influences preferences and provide retailers deeper insight into their customers’ decision processes.
Journal Article
Double Up Food Bucks program effects on SNAP recipients' fruit and vegetable purchases
Background
To encourage the consumption of more fresh fruits and vegetables, the 2014 United Sates Farm Bill allocated funds to the Double Up Food Bucks Program. This program provided Supplemental Nutrition Assistance Program beneficiaries who spent $10 on fresh fruits and vegetables, in one transaction, with a $10 gift card exclusively for Michigan grown fresh fruits and vegetables. This study analyzes how fruit and vegetable expenditures, expenditure shares, variety and purchase decisions were affected by the initiation and conclusion, as well as any persistent effects of the program.
Methods
Changes in fruit and vegetable purchase behaviors due to Double Up Food Bucks in a supermarket serving a low-income, predominantly Hispanic community in Detroit, Michigan were evaluated using a difference in difference fixed effects estimation strategy.
Results
We find that the Double Up Food Bucks program increased vegetable expenditures, fruit and vegetable expenditure shares, and variety of fruits and vegetables purchased but the effects were modest and not sustainable without the financial incentive. Fruit expenditures and the fruit and vegetable purchase decision were unaffected by the program.
Conclusions
This study provides valuable insight on how a nutrition program influences a low-income, urban, Hispanic community’s fruit and vegetable purchase behavior. Policy recommendations include either removing or lowering the purchase hurdle for incentive eligibility and dropping the Michigan grown requirement to better align with the customers’ preferences for fresh fruits and vegetables.
Journal Article
Gift card types and willingness to spend more
Purpose
This study aims to provide a better understanding of how gift card receivers react to the types of gift cards. This study examined the effect of gift card types (intangible experiences vs less intangible experience vs tangible goods) on a recipient’s willingness to spend more through emotions and perceived effort (Study 1) and on feeling of appreciation (Study 2).
Design/methodology/approach
Study 1 adopted a scenario-based 2 (tangible vs intangible) × 3 ($100 vs $200 vs $300) between-subjects design. Study 2 narrowed the scope of gift card type (intangible vs less intangible).
Findings
Receivers tended to perceive less effort in gift card selection and feel less emotion when receiving gift cards for intangible experiences than when receiving gift cards for both tangible and less intangible products. However, as face value increased, gift card receivers for intangible experiences felt more pleasure and, in turn, rated higher willingness to spend more money than face value than those with gift cards for tangible products.
Research limitations/implications
Future studies can rule out alternative explanations related to brand-related effects, previous experiences and personal preferences.
Practical implications
Service providers should put more effort into tangibilizing the intangibles to reduce receivers’ uncertainty. Also, they can increase their profitability by stimulating gift card receivers’ willingness to spend more money through pleasure.
Originality/value
Answering research calls for examining consumers’ perceptions of different gift card types, this study might be the first to unveil the differential effect of gift card types associated with the tangibility of products on purchase behavior and the underlying emotional mechanism.
Journal Article
Enhancing the Retailer Gift Card via Blockchain: Trusted Resale and More
Though the retailer gift card has been an ultra-practical marketing tactic to attract customers to spend more, it, on the contrary, also places a great number of customers in troublesome situations due to its current limitations. First, dealing with unwanted gift cards is often time-consuming, costly, or even risky due to the frequent occurrences of gift card resale frauds. Worse still, the issuance and redemption of gift cards happen inside the retailer as in a “black-box,” indicating that a compromised retailer can cheat customers (or even third-party auditors) to deny the issuances of some unredeemed gift cards. This paper proposes a practical middle-layer solution based on blockchain to address the fundamental issues of the existing gift card system, with incurring minimal changes to the current infrastructure.
Journal Article
Adaptations for remote research work: a modified web-push strategy compared to a mail-only strategy for administering a survey of healthcare experiences
Background
The COVID-19 pandemic required that our research team change our mail-only (MO) strategy for a research survey to a strategy more manageable by staff working remotely. We used a modified web-push approach (MWP), in which patients were mailed a request to respond online and invited to call if they preferred the questionnaire by mail or phone. We also changed from a pre-completion gift to a post-completion gift card incentive. Our objective is to compare response patterns between modes for a survey that used an MO strategy pre-pandemic followed by an MWP strategy peri-pandemic for data collection.
Methods
Observational study using data from a national multi-scale survey about patients’ experience of specialty care coordination administered via MO in 2019 and MWP from 2020 to 2021 to Veterans receiving primary care and specialty care within the Veterans Health Administration (VA). We compared response rates, respondent characteristics and responses about care coordination between MO and MWP, applying propensity weights to account for differences in the underlying samples.
Results
The response rate was lower for MWP vs. MO (13.4% vs. 36.6%), OR = 0.27, 95% CI = 0.25–0.30, P < .001). Respondent characteristics were similar across MO and MWP. Coordination scale scores tended to be slightly higher for MWP, but the effect sizes for these differences between modes were small for 9 out of 10 scales.
Conclusions
While the logistics of MWP survey data collection are well-suited to the remote research work environment, response rates were lower than those for the MO method. Future studies should examine addition of multi-mode contacts and/or pre-completion incentives to increase response rates for MWP.
Journal Article
A Pilot Randomised Controlled Trial Involving Financial Incentives to Facilitate Hepatitis C Treatment Uptake Among People Who Inject Drugs: ETHOS Engage Study
The primary aim of this study was to establish the feasibility of implementing a larger RCT designed to evaluate the effect of financial incentives on HCV treatment initiation among persons receiving opioid agonist therapy and/or who have injected drugs in the prior six months. ETHOS Engage is an observational cohort of participants recruited from drug treatment and needle and syringe programs in Australia. Among 11 drug and alcohol clinics, participants who were HCV RNA-positive were randomized (1:1) to receive standard of care or a AUD$60 gift card at treatment initiation. Regarding feasibility, 100% (57/57) of eligible participants enrolled to take part. Twenty-eight participants were randomised to the financial incentive arm (AUD $ 60 gift card) plus standard of care and 29 participants to the standard of care arm. In this pilot RCT (n = 57), median age was 42 years (IQR 37–49), 63% were male (n = 36), 35% Indigenous (n = 20) and 36% (n = 21) reported injecting drugs daily in the past month. Twelve weeks post-study enrolment, 11 (39%) participants in the financial incentive arm and 17 (59%) participants in the standard of care arm initiated HCV treatment. Findings indicate high feasibility among people who inject drugs to be randomised to receive financial incentives to initiate HCV treatment.
Journal Article
Gift Cards and Gifted Cash: The Impact of Fit between Gift Type and Message Construal
•We examine the relationship between the type of financial gifts and evaluations of products’ advertisement messages designed at different construal levels.•Gift card recipients are more likely to construe information at concrete, low levels.•Gifted cash recipients are more likely to construe information at abstract, high levels.•A fit between the type of gift and the construal level of the ad leads to more favorable attitudes towards the advocated product.•Engagement is the construct that mediates the effect of message matching on product evaluations.
This research investigates the relationship between types of financial gifts and evaluations of products’ advertisement messages designed at different construal levels. Based on the theory of goal-related mind-sets, the authors propose that gifted cash recipients are more likely to activate the first subgoal of the shopping procedure or script (deciding whether to buy something) and thus more likely to construe information at abstract, high-levels, whereas gift card recipients are more likely to adopt a latter subgoal or decisional stage (deciding which to buy, where, when and how to act and so on) and thus more likely to construe information at concrete, low-levels. Further, fit (vs. non-fit) between the gift recipients’ mind-set and the construal level at which product information is represented can typically lead to more favorable attitudes toward the advocated product, because fit enhances engagement that in turn intensifies reactions. Five studies demonstrate the proposed fit effect as well as provide support for their theoretical explanation.
Journal Article