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Late is better than never when it comes to presents, researchers say [Video]

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Event Marketing and Sponsorships
Rebecca Walker Reczek is a professor of marketing at The Ohio State University; Cory Haltman is a Ph.D. candidate in marketing at The Ohio State University and Grant Donnelly is an assistant professor of marketing at The Ohio State University.

If finding the right present and making sure the recipient gets it on time leaves you feeling anxious, you’re not alone. More than half of Americans say that gift-giving stresses them out.

Concerns about on-time delivery are so common that people share holiday deadlines for each shipping service. And in the event that you can’t meet these deadlines, there are now handy etiquette guides offering advice for how to inform the recipient.

If you’ve sent late gifts thanks to shipping delays, depleted stocks or even good old-fashioned procrastination, our new research may offer some welcome news.

In a series of studies that will soon be published in the Journal of Consumer Psychology, we found that people overestimate the negative …

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