Discussion
The results from our first study support our hypothesis that giftgivers
associate gift price with feelings of appreciation. Engaged
men expected their fiancées would appreciate an engagement ring
more as the cost of the ring increased. In contrast, the women in
our study showed no more appreciation for expensive rings than
for inexpensive rings. While provocative, these findings have limitations.
In particular, there may be some gender bias in reporting
feelings of appreciation (a stereotypically feminine trait). Further,
the purchase and receipt of an engagement ring may be a highly
unique situation.