This study investigates the effects of social conformity on gift-giving in China. A relative index is constructed to capture following behaviors, and a statistical model derived from utility functions measures the likelihood of these behaviors. Panel and dynamic ordinal discrete regressions analyze a nationally representative longitudinal dataset (37,147 individuals over three periods). Results show that over half the population follows others in gift expenses, but this trend declined sharply from 2014-2018. Men are more likely to conform than women, and younger people more than older.
Publisher
Humanities & Social Sciences Communications
Published On
Jun 03, 2022
Authors
Tao Zhang
Tags
social conformity
gift-giving
China
behavioral trends
gender differences
age differences
longitudinal study
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