Consumer responses to gift receipt in business‐to‐consumer contexts

This article delineates business‐to‐consumer from consumer‐toconsumer and business‐to‐business gift giving, and discusses the influence of gift, recipient, and giver characteristics on gift evaluation and reciprocation likelihood in business‐to‐consumer contexts. A study examines the impact of relationship strength, gift value, nature of request, and recipient gender on gift evaluation, reciprocation likelihood, and future store choice. A stronger relationship with the business and an implicit request for reciprocation affect consumer responses to business‐to‐consumer gifts positively. Gift value and recipient gender did not have a significant effect on outcome variables. © 2005 Wiley Periodicals, Inc.     

Impact of Giving on Self and Impact of Self on Giving

Recent research suggests that consumers are spending billions of dollars in interpersonal and self‐gifting and yet, there is limited research regarding the giver's role of self and how this influences the choice of gift. Because self is so intertwined in both types of giving, the research reported here explores if different dimensions of the malleable self will be activated in various gift‐giving contexts, depending upon the receiver and the occasion of the gift. Testing a conceptual model that for the first time combines both types of giving, this research uses three studies to explore how the gift‐giving context can act as a situational cue and make accessible a particular view of the self, namely the giver's gender identity and self‐construal to motivate choice of gift. Results suggest a new paradigm for considering consumer gift behavior and have theoretical and practical implications for advertising, selling, and other marketing contexts.     

Gift giving: A community paradigm

To date, the marketing literature on gift giving has focused on two approaches or paradigms—economic and relational exchange. This study adopts a different perspective, proposing a community paradigm to provide a holistic view of gift giving. The data (based on 20 in‐depth interviews and 2 group interviews) suggest that, on the Internet, social networks of relationships cohere into gift‐giving communities that influence the purchasing of gifts. Findings about online gift giving are presented according to three community themes: (a) shared rituals and traditions, (b) shared values, and (c) shared responsibilities. Theoretical and managerial implications are discussed. © 2006 Wiley Periodicals, Inc.     

Predicting consumer behavior with two emotion appraisal dimensions: Emotion valence and agency in gift giving

Decades of emotion research have demonstrated the unique influences of many specific emotions on consumer behaviors. These countless numbers of emotion effects can make it difficult to understand the role of emotions in consumer behavior. The current research introduces a parsimonious framework that can predict the effects of emotions on the consumer behavior of gift giving with just two appraisal dimensions: valence and agency. A series of studies examining gift giving reveals that positive emotions exert positive effects on gift giving, independent of their agency. In contrast, agency does predict the effects of negative emotions on gift giving. Negative self-caused emotions increase gift giving, whereas negative other-caused emotions decrease gift giving. These findings seem to hold for inactive and active emotions, and for uncertain and certain emotions. Together, these findings make a unique theoretical and empirical contribution to the understanding of emotions in gift giving. Moreover, it provides a pragmatic framework for both academics and practitioners.     

An investigation of the power of emotions in relationship realignment: The gift recipient's perspective

This study investigates the types of emotions that link a broad spectrum of idiosyncratic, gift‐exchange experiences with specific relationship realignment outcomes. Content analysis and analysis‐of‐variance procedures are used to assess the link between emotions and gift recipients' perceptions of relationship quality. The results demonstrate that rather than the overall amount of felt emotions, it is the balance of positive and negative emotions that is associated with specific relationship outcomes. It also appears that coping processes allow individuals to realize an overall neutral or positive outcome for the relationship, even if negative emotions are experienced. Moreover, different patterns of emotions characterize each of five different relational outcomes of the gift‐receipt experience. These results have theoretical and practical implications for gift exchange as well as other emotion‐laden marketing relationships, such as those found in services and personal selling contexts. © 2004 Wiley Periodicals, Inc.     

Considering the Role of Affect and Anticipated Emotions in the Formation of Consumer Loyalty Intentions

Ajzen and Sheikh ( 2013 ) recently challenge calls for adding explicit measures of emotions or affect as independent constructs into the Theory of Reasoned Action (TRA). This assertion has potentially significant theoretical and operational implications for marketers in terms of parsimony and insight. The specific questions of whether or not the addition of anticipated forms of emotions and/or hedonic attitudes to traditional attitude‐based models meaningfully contributes to understanding loyalty intention formation in a retail marketing setting are empirically assessed in this research. Results suggest that, consistent with the arguments of Perugini and Bagozzi ( 2001 ), the independent addition of anticipated emotions (AEs) to attitude models such as the TRA, Theory of Planned Behavior, and Model of Goal‐Directed Behavior (MGB) can be justified in terms of model fit with data, predictive validity (?R²), and efficacy in explanation. Interestingly, however, and consistent with the theoretical arguments underlying the TRA, the models receiving the most overall support appear to be models wherein Attitude_Overall mediates the contributions of positive and negative AEs on endogenous variables such as Desires and Intentions_Loyalty. While it remains up to the individual marketer which perspective to embrace given the observed gains reported herein, the present research also supports the notion that the addition of hedonic attitude forms and/or AEs can offer an overall net gain for many marketers. The managerial and research implications of the results are discussed.     

Charitable organizations' storytelling influence on donors' emotions and intentions

The stories told by charitable organizations are typically designed to take the consumer through different emotional stages. This research probes the view that following exposure to the inciting incident or problem statement in the appeal for a particular charity, the consumer feels negative emotions. These feelings convert into anticipated positive emotions when the consumer is given the opportunity to help the person in need through a donation. Feedback that donors receive from the charitable organization will help to strengthen the emotional pay-off and enhances future donation intentions. The research utilizes an experimental design and data from 319 undergraduate students in a large U.S. university to confirm these hypotheses. Theoretical and managerial implications are then presented.     

The status of gifts in the receiver's life: reasons for the transformation of commercial products into special,common or hated objects

Within the framework of consumer behaviour, products received as gifts are a complex accumulation of values and meanings that continue to change over time, from their origin as primarily commercial products until their disposition. Through a survey of 1088 adults in Ecuador, a Latin American country with a high level of collectivism, this study aimed to determine the predictors of the gift's status in the receiver's life. Results showed that the comparison of the giver's and receiver's resources and ages, the receiver's liking for the product received, being a gift from a first‐time giver, the receiver's satisfaction with the experience and the impact of the gift on the giver–receiver relationship were significant predictors of whether a commercial product received as a gift would become a special, common or hated object for the receiver.     

Gift Cards: Disclosure One Step Removed

Gift card purchases have grown significantly in recent years. The growth has been attributed to recipients being able to make personal selections that best meet their needs while reducing the giver’s risk of improper selection and wasted time. However, while gift cards have positive benefits for both giver and recipient, certain fees, and terms and conditions involved with their use and nonuse ultimately may impact the level of satisfaction derived. This paper provides background into the use of gift cards and the development of “open‐loop” and “closed‐loop” cards. Further, it examines current levels of legal protection afforded to consumers. The paper discusses how disclosure and notice, concepts intended to protect consumers, are often neglected or unusable because the actual party at risk is not the party with whom the purchase transaction was consummated. Implications are drawn for those who are charged with creating effective public policy and consumer affairs professionals who wish to provide assistance to both consumers and regulators.     

Picking Gifts for Picky People

Shoppers report that 39% of their holiday gift-purchases are for someone “picky.” However, despite the ubiquity of shopping for picky people, little research has examined how people choose gifts for picky people. In the present research, we define the “picky gift recipient” as someone perceived to have narrow and unpredictable preferences, and we show how shopping for someone picky alters gift giving behavior. We find that although gift giving norms prescribe that gift givers spend effort, time, and money on gifts to strengthen their social ties, an exception to this rule occurs when a gift recipient is picky. When shopping for someone picky, givers believe that increasing their resources on a gift will not result in greater recipient-satisfaction with the gift itself—a lay belief that ultimately demotivates givers, causing them to spend fewer resources on picky people (even picky friends). That said, we find that consumers are more willing to spend money on superficial gift-features for picky people, such as professional wrapping, to “dress up” their gifts. Based on this preference, we developed and tested a novel promotion strategy that retailers could implement to recoup some of the lost spending by consumers who are shopping for picky people. In all, this research contributes to the literature on gift giving dynamics, and provides insights more broadly into how shoppers negotiate the burden of shopping for someone whom they anticipate will not like their choice.     

Personal and Historical Nostalgia—A Comparison of Common Emotions

ABSTRACT

This research uses an experimental research design to examine differences in the emotional responses of 806 respondents experiencing specifically personal or historical nostalgic reactions to advertising appeals. Changes in intensity of five emotions common to both reactions are examined. Upbeat/elation, loss/regret, and warm/tender emotions are significantly heightened under the personal compared with the historical nostalgic response. Negative/irritation and serenity/calm emotions are not significantly different. These results highlight the need to examine nostalgia as two separate reactions and provide insights useful to practitioners regarding emotional reactions to each form. It also suggests the need for future research into personal and historical nostalgia's comparable influences on other responses.     

Pride in my past: Influencing sustainable choices through behavioral recall

Emotional appraisal research has demonstrated that recalling a past behavior and its associated emotions can influence future behavior. However, how such recalled emotions shape sustainable consumer choice has not been examined. This study examines the role of recalled pride and guilt in shaping sustainable purchase intentions and the mediating role of anticipated pride and guilt. A conceptual model is proposed for motivating sustainable purchase intentions through the emotions associated with the behavioral recall. The model is applied in two experiments with online consumers examining purchase intentions of low carbon cars. Recalling feelings of pride associated with a past sustainability‐related behavior increases sustainable purchase intention, as compared with a neutral recall. This effect occurs through the mediation of both anticipated pride at the prospect of a sustainable behavior choice and anticipated guilt if the future choice is not sustainable. Similar hypotheses relating to recalled guilt at past unsustainable behavior were not supported. The study contributes to research on sustainable consumption, revealing an emotional route by which past behavior can influence future behavior. It also adds to emotional appraisal research by showing the role of specific self‐conscious emotions in forming this route, as prior research has focused more broadly on emotional valence.     

Gift cards: a review and research agenda

Gift cards have received limited study despite being a key element of many retailers’ strategies. One reason may be that approaching the study of gift cards from a traditional economic perspective, i.e. ignoring social relationships, leaves little justification for the rapid increase in gift card sales. Failing to see the value of gift cards, many commentators go so far as to argue against the purchase of gift cards, suggesting that consumers would better off using other gift types. This misses the important point that givers voluntarily buy cards and receivers enjoy gaining them. Consumers undoubtedly perceive the value in gift cards. We suggest that taking a broader perspective on consumer behavior and considering consumers involved in social systems that encourage gift giving, allows us to see the value gift cards create while allowing us to address the concerns gift cards raise more effectively. In this article, we detail the benefits created for givers, receivers, and merchants by the use of gift cards. We highlight areas with significant public policy implications. We outline an agenda for some promising areas of research, including seeking to gain a better understanding of the psychology of giving gift cards and the economics of retail strategies dependent upon gift card usage.     

The role of emotional wisdom in salespersons' relationships with colleagues and customers

Emotional wisdom is defined as a set of seven dimensions of basic skills and meta‐narratives concerning how to regulate emotions within specific domains in such a way that the individual's and firm's well‐being are tied together. Using operationalizations of emotional wisdom for salespersons from a wide range of industries (Study 1) and in automotive dealerships (Study 2), with respect to both colleagues and customers, it is discovered that salespeople who score high on emotional wisdom cope differently with socially challenging situations and achieve better social relationships than those who score low on emotional wisdom. © 2010 Wiley Periodicals, Inc.     

The perfect gift card: An exploration of teenagers' gift card associations

This study provides new insights into the meaning and value of gift cards in gift exchange among teenagers who gave and/or received gift cards during the Christmas/Hanukkah season. From their reflections of the reasons for giving gift cards and their feelings about receiving gift cards from others, the social roles played out in buying gift cards as a gift selection strategy are assessed and the values associated with gift cards explored. The results suggest that givers playing the roles of acknowledger and pleaser are heavy gift card givers when buying gifts for difficult recipients. Acknowledgers incorporate gift cards into existing strategies for gift selection (especially “settle,” “pawn off,” and “buy relationship affirming gifts”), but for pleasers, buying gift cards may be part of a new gift selection strategy—“play it safe.” Importantly, although gift cards can reflect economic, social, and functional value, the giving of gift cards seems to result in a new form of value for the recipients—the value of choice, which occurs when the control over gift selection is transferred from giver to receiver. © 2008 Wiley Periodicals, Inc.     

A study of Japanese consumers' cognitive hierarchies in formal and informal gift‐giving situations

In recent years, academicians have shown an increasing interest in Asian gift‐giving behavior. Yet studies investigating Asians' cognitive hierarchical structures in the gift‐giving context have been limited. Additionally, the literature suggests that Asian consumers' cognitive structures are particularly affected by situational contingencies. Thus, this study examines Japanese consumers' cognitive hierarchies, in a gift‐giving context, in formal and informal situations utilizing a most‐abstract to least‐abstract cognitive hierarchical framework. Data were collected through a mail survey of Japanese consumers in the greater Tokyo area and six other major metropolitan cities. As hypothesized, structural‐equation modeling results revealed that the Japanese consumer's cognitive hierarchical flow from most‐ to least‐abstract cognitions remained intact regardless of the situation. In contrast, as expected, differing situations were found to influence intercognitive dimensional relationships. Implications of these findings are discussed. © 2003 Wiley Periodicals, Inc.     

I Expected More from You: The Influence of Close Relationships and Perspective Taking on Negotiation Offers

Three experimental studies show that interpersonal relationships influence the expectations of negotiators at the negotiation table. That is, negotiators expect more generous negotiation offers from close others (Study 1), and when expectations are not met, negative emotions arise, resulting in negative economic and relational outcomes (Study 2). Finally, a boundary condition for the effect of interpersonal relationships on negotiation expectations is shown: perspective taking leads the parties to expect less from friends than from acquaintances (Study 3). The findings suggest that perspective taking helps negotiators reach agreement in relationships. The article concludes with implications for practice and future research directions.     

Emotions,deliberations, and end‐of‐life products

Death is inevitable; yet, not all consumers prepare for death by purchasing end‐of‐life (EOL) products. Using the theory of reasoned action (TRA) and the dual‐process model framework, this study aims to examine the role of emotions and cognitions in influencing consumers' decisions to engage in planning for death. A mixed methodology design was used. Study 1, a qualitative study, uncovered positive and negative emotions and deliberative reasoning that comprise consumers' EOL purchase decision process. Study 2, a quantitative study, confirmed that emotions and deliberations independently and jointly influenced consumers' EOL attitude and behavior and that emotions affected deliberations for both prepaid funerals and wills. Subjective norms outperformed attitude in predicting both products' purchase behavior. These finding supported the dual‐process model of behavior and the TRA in the EOL research context and contributed to the EOL literature by investigating the effects of emotions and deliberations concurrently; thus validating the important role of emotions in influencing EOL planning and purchase. In light of our findings, marketers could, after due cognizance of the morbidity and sensitivity of the topic, develop actionable promotional and segmentation strategies for EOL products and other emotion‐laden, unsought products and service.     

A consumption emotion measurement development: a full-service restaurant setting

This article describes the development of a consumption emotion scale for use in the full-service restaurant industry. The current emotion measures utilized in consumer and marketing research are reviewed, along with the conceptualization of consumption emotions. The adequacy of employing a categorical approach to assess restaurant customers' emotional responses is discussed. Moreover, the appropriate procedure for a scale development is described. Based on quantitative analyses, a multi-item scale involving four dimensions of consumption emotions (excitement, comfort, annoyance, and romance) is developed. Further analyses provided strong evidence of the scale's unidimensionality, reliability, and validity. Theoretical and practical implications are discussed with study limitations and recommendations for future research.