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Julian Givi

Julian Givi

Assistant Professor


304-293-7964julian.givi@mail.wvu.edu6109Reynolds Hall


Julian Givi

Assistant Professor


Dr. Givi studies consumer behavior, with a focus on consumer decision making in the context of gift purchasing. For example, some of his projects explore how and why consumers err when gift giving, the (selfish and selfless) motivations of gift givers, the factors that impact consumer spending on gifts, and the mental processes of gift recipients. Aside from gift giving, Dr. Givi studies several other topics, including the biases that emerge when consumers forecast the future, how consumers perceive probability, the psychology involved with loyalty programs, self-other decision making, and consumers' evaluations of products and services.

Dr. Givi has published papers in many of the leading journals in marketing and psychology, including the Journal of Consumer PsychologyJournal of Personality and Social PsychologyJournal of Experimental Social PsychologyJournal of the Association for Consumer ResearchJournal of Business ResearchPsychology & MarketingEuropean Journal of MarketingMarketing LettersCurrent Directions in Psychological Science, and PLOS One. He has also presented his research at the top conferences in the field, including the annual meetings of the Association for Consumer ResearchSociety for Consumer Psychology, and Society for Judgement and Decision Making.

Professor Givi's research has been covered by several media outlets, including the following print outlets: Wall Street Journal, TIME, New York TimesFinancial Times, BloombergGood Housekeeping, BBC, Washington Post, Los Angeles TimesMiami Herald, Pittsburgh Post Gazette, Buffalo News, MarketWatchPsychology Today, The Guardian, BuzzFeed. He has also appeared on multiple podcasts, television stations, and radio stations, including The Hidden Brain, Science Weekly, Opinion Science, Gratitude Diaries, How To Hack The Brain, WDTV, FOX 26, Scripps News, and ABC Radio Australia, among others.


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


Recent Publications

Givi, Julian and Jeff Galak (Forthcoming), “A Social-Norms Based Framework for Understanding and Predicting Giver-Recipient Discrepancies in Gift Selection,” European Journal of Marketing.

Givi, Julian and M. Paula Fitzgerald (Forthcoming), “The First-To-Test (F2T) Bias: The Impact of Testing Order on Assigning Responsibility for Contagion,” PLOS One.

Givi, Julian, Daniel M. Grossman, and Frank R. Kardes (Forthcoming), “The Final Score Is All That Matters: How and Why Consumers Erroneously Use Raw Scores,” Psychology & Marketing.

Givi, Julian and Colleen P. Kirk (Forthcoming), “Saying No: The Negative Ramifications from Invitation Declines Are Less Severe than We Think,” Journal of Personality and Social Psychology.

Givi, Julian and Yumei Mu (2023), “The Oversensitivity in Gift Giving Phenomenon,” Marketing Letters, 34 (4), 619-631.

Givi, Julian and Colleen P. Kirk, “Saying No: The Negative Ramifications from Invitation Declines Are Less Severe than We Think,” Journal of Personality and Social Psychology.

Givi, Julian and Yumei Mu (2023), “The Oversensitivity in Gift Giving Phenomenon,” Marketing Letters.

Reshadi, Farnoush, Julian Givi, and Gopal Das (2023), “Gifting Digital versus Physical Gift Cards: How and Why Givers and Recipients Have Different Preferences for a Gift Card’s Mode of Delivery,” Psychology & Marketing, 40 (5), 970-978.

Gupta, Mansi, Parvathy, Julian Givi, Moumita Dey, H. Kent Baker, and Gopal Das (2023), “A Bibliometric Analysis of Gift Giving,” Psychology & Marketing, 40 (4), 629-642.

Givi, Julian, Laura Birg, Tina M. Lowrey, and Jeff Galak (2023), “An Integrative Review of Gift-Giving Research in Consumer Behavior and Marketing,” Journal of Consumer Psychology, 33 (3), 529-545.

Givi, Julian and Gopal Das (2023), “Givers Eschew Gifts That Are Inferior to Their Own: How Social Norms, Regulatory Focus, and Concerns about Offending Lead Givers Astray,” Journal of Consumer Psychology, 33 (2), 363-376.

Reshadi, Farnoush and Julian Givi (2022), “Spending the Most on Those Who Need It the Least: Gift Givers Buy More Expensive Gifts for Affluent Recipients,” European Journal of Marketing, 57 (2), 479-504.

Givi, Julian and Yumei Mu (2022), "Your Gift but My Attitude: Gift Givers' Aversion to Giving Attitude-Inconsistent Gifts," European Journal of Marketing, 56 (5), 1488-1511.

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, 32 (3), 445-465.

Givi, Julian and Gopal Das (2021), "To Earmark or Not to Earmark When Gift-Giving: Gift-Givers' and Gift-Recipients' Diverging Preferences for Earmarked Cash Gifts," Psychology & Marketing, 39 (2), 420-428.

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, 129 (May), 393-405.

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 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), 470-484.

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

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 (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 (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.

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.

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