Skip to main content
Julian Givi

304-293-7964julian.givi@mail.wvu.edu204Business and Economics Building


Julian Givi

Assistant Professor


Dr. Givi’s research focuses on consumer behavior, consumer psychology, and judgment and decision making. In particular, he studies how and why consumers err when gift giving, the biases that emerge when consumers forecast what will occur in the future, and how consumers perceive probability. His research has been published in the Journal of Consumer PsychologyJournal of Business ResearchJournal of the Association for Consumer ResearchPsychology & MarketingJournal of Experimental Social Psychology, and Current Directions in Psychological Science. He has presented his work at the annual meetings of the Association for Consumer Research and the Society for Judgment and Decision Making.


  • Ph.D., Marketing, Carnegie Mellon University
  • B.S.B.A., Finance, University of Pittsburgh

Recent Publications

Galak, Jeff, Julian Givi and Elanor F. Williams (2016), "Why Certain Gifts Are Great to Give But Not to Get: A Framework for Understanding Errors in Gift Giving," Current Directions in Psychological Science, 25 (6), 380-385.

Givi, Julian and Jeff Galak (2017), "Sentimental Value and Gift Giving: Givers' Fears of Getting It Wrong Prevents Them from Getting It Right," Journal of Consumer Psychology, 4 (October), 473-479.

Givi, Julian and Jeff Galak (2019), "Keeping the Joneses from Getting Ahead in the First Place: Envy's Influence on Gift Giving Behavior," Journal of Business Research, 101 (August), 375-388.

Givi, Julian and Jeff Galak (2019), "The "Future Is Now" Bias: Anchoring and (Insufficient) Adjustment When Predicting the Future from the Present," Journal of Experimental Social Psychology, 84 (September), 1-18.

Givi, Julian and Jeff Galak (2020), "Selfish Prosocial Behavior: Gift-Giving to Feel Unique," Journal of the Association for Consumer Research, 5 (1), 34-43.

Givi, Julian (2020), "(Not) Giving the Same Old Song and Dance: Givers' Misguided Concerns about Thoughtfulness and Boringness Keep Them from Repeating Gifts," Journal of Business Research, 117 (September), 87-98.

Givi, Julian and Christopher Y. Olivola (2020), "How Do I like My Chances (to Unfold)? Why Perceived Scarcity and Anticipated Hope Lead Consumers to Prefer Increasing Probabilities of Obtaining a Resource," Journal of the Association for Consumer Research, 5 (4).

Givi, Julian, Jeff Galak, and Christopher Y. Olivola (2021), "The Thought that Counts is the One We Ignore: How Givers Overestimate the Importance of Relative Gift Value," Journal of Business Research, 123 (February), 502-515.

Givi, Julian (2021), "When a Gift Exchange Isn't an Exchange: Why Gift Givers Underestimate How Uncomfortable Recipients Feel Receiving a Gift without Reciprocating," Journal of Business Research.

Givi, Julian and Jeff Galak (2022), "Gift Recipients' Beliefs about Occasion-Based and Non-Occasion-Based Gifts: The Importance of Signaling Care and Meeting Expectations in Gift Giving," Journal of Consumer Psychology.

Givi, Julian and Gopal Das (forthcoming), "To Earmark or Not to Earmark When Gift-Giving: Gift-Givers' and Gift-Recipients' Diverging Preferences for Earmarked Cash Gifts," Psychology & Marketing

Full Directory