Measures a consumer's overall attitude toward a specific gift, capturing how much they like it, its perceived quality, appropriateness, and positivity. Developed in the context of construal level theory research on the giver-receiver asymmetry in gift preferences, where givers tend to weight desirability over feasibility while receivers show greater sensitivity to feasibility. Used in scenarios where participants imagined giving or receiving birthday gifts.
Baskin, E., Wakslak, C.J., Trope, Y., & Novemsky, N. (2014). Why feasibility matters more to gift receivers than to givers: A construal-level approach to gift giving. Journal of Consumer Research, 41(1), 169-182.
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