Give them what they want: The benefits of explicitness in gift exchange

Five studies show that gift recipients are more appreciative of gifts they explicitly request than those they do not. In contrast, gift givers assume that both solicited and unsolicited gifts will be equally appreciated. At the root of this dilemma is a difference of opinion about what purchasing an unsolicited gift signals: gift givers expect unsolicited gifts will be considered more thoughtful and considerate by their intended recipients than is actually the case (,  and ). In our final two studies, we highlight two boundary conditions for this effect: identifying a specific gift and using money as a gift. When gift recipients request one specific gift, rather than providing a list of possible gifts, givers become more willing to purchase the requested gift (Study 4). Further, although givers believe that recipients do not appreciate receiving money as much as receiving a solicited gift, recipients feel the opposite about these two gift options (Study 5).     

非亲密关系中的礼物赠予：礼物偏好的不一致

礼物赠予是由于不同的事件和动机,在不同的关系背景中赠予者和接收者的物质和非物质产品交换的过程,具有重要的个人和社会意义。但是诸多研究表明,非亲密关系（非恋爱关系和夫妻关系）的赠予者和接收者在礼物类型偏好、礼物价值偏好及双方关系结果的知觉等方面均存在不一致性。可以从赠予者-接收者的认知差异、动机差异及社会规范的约束差异来解释这一现象,并提出了可供借鉴的礼物赠予策略。未来研究还可以从礼物成败的线索反馈、礼物选择的决策过程、采取更符合现实的研究方法及认知神经科学技术等方面对礼物偏好现象进行深入探究。     

Children's Sensitivity to Ulterior Motives When Evaluating Prosocial Behavior

Reasoning about ulterior motives was investigated among children ages 6–10 years (total N = 119). In each of two studies, participants were told about children who offered gifts to peers who needed help. Each giver chose to present a gift in either a public setting, which is consistent with having an ulterior motive to enhance one's reputation, or in a private setting, which is not consistent with having an ulterior motive. In each study, the 6‐ to 7‐year olds showed no evidence of understanding that the public givers might have ulterior motives, but the 8‐ to 10‐year olds rated the private givers more favorably. In 3. , the older children were more likely than the younger children to refer to impression management when explaining their judgments of the givers. The younger children who mentioned impression management did so to justify a preference for public givers (e.g., by explaining that public givers are nicer because more of their peers will know that they are nice). Results from 4. suggest that developmental change in children's reasoning about intentions and social outcomes contributes to their understanding of ulterior motives.     

Gift Cards and Mental Accounting: Green‐lighting Hedonic Spending

In three studies, we examine the mental accounting rules that govern how gift cards are used. We predicted that their identity as gift cards would shift consumption from utilitarian to hedonic goods even in contexts where both types of goods are available and the consumer's needs are unchanged. In Study 1a, participants were asked to imagine that they had both a gift card and a specified amount of cash and needed to purchase both a hedonic item and a utilitarian item. When asked which currency they would use to buy which item, respondents were significantly more likely to say they would use the gift card to buy the hedonic item. Study 1b replicated this result and found that it was tied to participants' beliefs how different types of money should be used. In Study 2, we found that participants who were required to spend a certain amount of their compensation in a laboratory store spent more on hedonic goods if their payment was in the form of a gift card. In Study 3, we analyzed transactions at a campus bookstore and found that shoppers tended to spend disproportionately on hedonic goods when using their gift cards than when making credit card purchases. Taken together, these studies indicate that people tend to assign the monetary value of a gift card to a hedonic mental account and spend it accordingly. Copyright © 2014 John Wiley & Sons, Ltd.     

It is for you,or it is for me: How relationship dependence affects gift image consistency in romantic relationships

Recently, consumer behavior research has been focusing on decision‐making in relationships. This research considers an important context, romantic gift giving, in which givers choose gifts that are perceptually consistent with both their own self‐image and the recipients' self‐image. Based on interdependence theory, we investigate how the relationship dependence between romantic couples can affect gift image consistency. According to the results, the giver's level of dependence plays a positive role in the consistency between the recipient's self‐image and the gift image (gift‐recipient consistency) and plays a negative role in the consistency between the giver's self‐image and the gift image (gift‐giver consistency). The mutuality of dependence could strengthen or weaken the effect of the giver's level of dependence on gift image consistency, and this effect is carried through the giver's relationship power.     

Gift Recipients’ Beliefs About Occasion-based and Nonoccasion-based Gifts: The Importance of Signaling Care and Meeting Expectations in Gift Giving

Most gifts are occasion-based as opposed to nonoccasion-based. That is, most gifts are given in the presence of a special occasion, rather than in the absence of one. Across a series of scenario-based studies, the present research demonstrates that, despite occasion-based gifts being much more common, recipients anticipate that their happiness levels will be quite high when receiving nonoccasion-based gifts, varying little with gift quality. In contrast, they anticipate that their happiness levels will not always be high when receiving occasion-based gifts, varying greatly with gift quality. These diverging outcomes arise because the caliber of gift that is required to signal care and thus meet a recipient’s expectation is much lower for nonoccasion-based gifts than for occasion-based ones. Critically, givers misforecast recipients’ anticipated positive reactions to nonoccasion-based gifts, helping to explain why these gifts are, unfortunately, rather rare.     

The Selection of Freebies and the Preference for Freebie Promotions—A Perspective on Item Characteristics

Research on consumer decision making has mainly focused on individual products; however, many products are purchased with other items as part of a promotional package. This paper explores how the characteristics (hedonic versus utilitarian) of the items in freebie promotional packages (e.g., buy one item and get a different item for free) influence consumers' preference for the promotional package. Additionally, the authors examine how the characteristics of the focal item influence consumers' choice of either a hedonic or a utilitarian freebie item. Five experiments, rooted in the concepts of consumer avoidance of overloading negative emotions and motivation to seek hedonic pleasure, show that a package with one utilitarian and one hedonic item generates higher purchase intentions and willingness to pay than a package with either two hedonic or two utilitarian items. Furthermore, consumers who purchase a hedonic (utilitarian) focal item are more likely to choose a utilitarian (hedonic) freebie. These effects exist not only in hypothetical scenarios but also in an incentive‐compatible design. Moreover, the impact of the focal item characteristics on consumer choice of freebie is moderated by acquisition format and time separation. The authors also explore the internal mechanism influencing consumers' freebie choices. The findings have significant implications for both theory and practice. Copyright © 2016 John Wiley & Sons, Ltd.     

Combining Emotion Appraisal Dimensions and Individual Differences to Understand Emotion Effects on Gift Giving

Multiple studies have revealed that emotion appraisal dimensions can predict the effects of emotions on decision making. For example, givers' intention to buy gifts depends on whether they feel positive or negative (valence) and on whether the feeling is caused by the givers themselves or by gift receivers (agency). However, there is little understanding of how the effects of such appraisal dimensions might depend on individual characteristics. The current research addresses this gap by studying the interaction effects of emotions and individual characteristics on gift giving. Study 1 demonstrates that emotion effects on gift‐giving behavior are explained by two things: the cause of those emotions (self or others, agency) and whether those emotions are positive or negative (valence). Moreover, four studies reveal that these effects depend on the givers' interpersonal orientation. For high interpersonally oriented givers, who care mostly about interpersonal relationships, emotion effects on gift giving depend on both valence and agency. In contrast, for low interpersonally oriented givers, who care mostly about their own gains, emotion effects on gift giving depend only on valence. Together, these findings suggest that although a focus on appraisal dimensions can be useful, individual characteristics should also be taken into account when trying to understand emotion effects on gift giving, in particular, and on decision making, in general. Copyright © 2016 John Wiley & Sons, Ltd.     

Cross-cultural differences in the refusal to accept a small gift: the differential influence of reciprocity norms on Asians and North Americans

Asians are more likely than North Americans to refuse a small gift that is offered to them by a casual acquaintance. Five experiments confirmed this difference and explored the reasons for its occurrence. Asians, who are inclined to think of themselves in relation to others, are more likely than North Americans to invoke a reciprocity norm in exchanging gifts with casual acquaintances, and they refuse a gift in order to avoid the feeling of indebtedness they would experience if they cannot reciprocate. North Americans, however, who are inclined to think of themselves independently of others, are more likely to base their acceptance of the gift on its attractiveness without considering their obligation to reciprocate. These cultural differences are not evident when the gift is offered by a close friend with whom individuals have a communal relationship. Implications of our findings for miscommunication between members of different cultures are discussed.     

Presentation Matters: The Effect of Wrapping Neatness on Gift Attitudes

While gift‐givers typically wrap gifts prior to presenting them, little is known about the effect of how the gift is wrapped on recipients’ expectations and attitudes toward the gift inside. We propose that when recipients open a gift from a friend, they like it less when the giver has wrapped it neatly as opposed to sloppily and we draw on expectation disconfirmation theory to explain the effect. Specifically, recipients set higher (lower) expectations for neatly (sloppily)‐wrapped gifts, making it harder (easier) for the gifts to meet these expectations, resulting in contrast effects that lead to less (more) positive attitudes toward the gifts once unwrapped. However, when the gift‐giver is an acquaintance, there is ambiguity in the relationship status and wrapping neatness serves as a cue about the relationship rather than the gift itself. This leads to assimilation effects where the recipient likes the gift more when neatly wrapped. We assess these effects across three studies and find that they hold for desirable, neutral, and undesirable gifts, as well as with both hypothetical and real gifts.     

Money can’t buy love: Asymmetric beliefs about gift price and feelings of appreciation

Across three studies, we identify an asymmetry between gift-givers’ and gift-recipients’ beliefs about the link between gift price and feelings of appreciation. Gift-givers expected a positive correlation between how much they spent on a gift and the extent to which gift-recipients would appreciate the gift because gift-givers assume that more expensive gifts convey a higher level of thoughtfulness. Gift-recipients, in contrast, reported no such association between gift price and their actual feelings of appreciation. This effect occurred regardless of whether the individual’s role and the magnitude of the gift were manipulated or measured in the field. Taken together, these findings cast doubt on whether gift-givers can draw on their personal experience as gift-recipients in order to identify meaningful gifts for others.     

Does the Thought Count? Gratitude Understanding in Elementary School Students

Gratitude, although studied throughout history by scholars from diverse backgrounds, has been largely understudied in psychology until recently. The psychological literature on gratitude is expanding, but it is still particularly limited with children. The authors compared younger (first- and second-grade students; n = 30) and older (fourth- and fifth-grade students; n = 27) children on gratitude-related ratings surrounding gift giving vignettes that included either a desirable (e.g., a birthday cupcake) or an undesirable (e.g., a melted ice cream cone) gift. Empathy was also measured. Hierarchical regressions revealed different patterns of predictors for desirable and undesirable gifts. For desirable gifts, liking significantly predicted gratitude and liking predicted effort. For undesirable gifts, older children and those who perceived the target as liking the gift more predicted higher gratitude ratings. Finally, higher gratitude rating predicted both higher ratings of giver effort (i.e., intention or how hard did the giver try to give a nice gift) and liking of the undesirable gifts. More research on children's understanding of gratitude is needed but these results suggest that school-aged children take into account givers’ intentions and thoughts behind gift giving in determining feelings of gratitude. Limitations and directions for future research are also discussed.     

The effect of repeat purchase information in electronic word-of-mouth (eWOM) on purchase intention

Consumers commonly rely on electronic word-of-mouth (eWOM) to inform their purchase decisions. The purpose of this study is to investigate when and why repeat purchase information in eWOM influenced customers' purchase behavior, using the social learning theory as a framework. Three experiments were conducted to test the hypotheses. The results showed that repeat purchase information in eWOM positively affected consumers' purchase intention through perceived diagnosticity of eWOM and perceived value. Additionally, the effect varied from product type. For utilitarian products, the repeat purchase information in eWOM had a significant impact on consumers' perceived diagnosticity and purchase intention, while for hedonic products, the impact was not significant. The current study deepens the understanding of social learning theory in eWOM content by providing a novel look at repeat purchase information in eWOM. These findings offer important implications for both research and practical applications of eWOM, particularly in term of effectively utilizing repeat purchase information of eWOM.     

How gender affects the relationship between hedonic shopping motivation and purchase intentions?

Five hundred and fifteen consumer responses are used to model the affect of online hedonic shopping motivation and online purchase intentions: moderated by the consumers' perceptions of their offline and online gendered behaviour. The model was applied across five product categories using confirmatory factor analysis and structural equation modelling. We conclude that there is no online‐gender effect on hedonic shopping motivation and purchase intentions. However, offline‐gendered behaviour does significantly affect hedonic shopping motivation and purchase intentions for females across all product categories. Our findings support the proposition that gender is merely a prosthetic device of the private self and is an intentional manipulation and misrepresentation of the anonymous body. Online gender is a performance that is hidden by the technological veil from the offline space and public self, without social constraints or criticisms. Research implications are discussed. Copyright © 2013 John Wiley & Sons, Ltd.     

You can't always get what you want: effortful control and children's responses to undesirable gifts

This study examined individual differences in children's regulation of emotional expression after receiving desirable and undesirable gifts. Effortful control, the ability to suppress a dominant response in favor of a subdominant one, was measured using a battery of behavioral tasks. Reactions to the gifts were videotaped, and emotional expression was coded. Age predicted effortful control, but not emotional displays. Effortful control predicted similarity of children's displays of positive affect after receiving the two gifts. Specifically, children high in effortful control showed similar amounts of positive affect after receiving the desirable and undesirable gifts, whereas children low in effortful control showed less positive affect after receiving the undesirable gift than after receiving the desirable gift. Results are discussed in terms of temperament and the development of socially appropriate expressive behavior.     

The mood effect in relation to impulsive online buying behavior

This article analyzes impulsive buying behavior in scenarios where the consumer's negative or positive mood, oriented by emotional situations, stimulates an uncontrolled instinct in relation to the purchase. Four experimental studies were carried out to evaluate the influence of the mood state on impulsivity in different scenarios of consumption: online versus face-to-face shopping (Study 1); product characteristics – hedonic versus utilitarian product types in online environments (Study 2); the individual characteristic of self-control in relation to the online purchase (Study 3a); and the individual characteristic of social value in relation to online consumption (Study 3b). The results demonstrate that consumers have greater impulsiveness within the online environment when they are in a positive mood, and that the positive mood maintains greater purchasing impulsiveness when the product is utilitarian, and when the consumer has low self-control and/or high social value individually.     

So curious that I want to buy it: The positive effect of queue wait on consumers' purchase intentions

Queue wait is a prevalent daily experience, with most prior research documenting its negative consequences on consumer outcomes. Recent research has suggested otherwise, revealing potential positive effects of queue wait. However, studies on the positive queue effects are rather limited and have largely neglected the role of consumers' affective experience in driving potential favorable consumer outcomes. Expanding this stream of research, in this article, we build on the queue wait literature and the curiosity literature to propose that the presence of queue waits generates feelings of curiosity and more importantly such curious feelings influence consumers' decision-making in fashions that enhance their purchase intentions. The boundary condition for this effect was also examined. Five studies provided empirical evidence: the presence versus absence of queue wait enhances participants' purchase intentions that carry real consequences (Study 1); this effect is mediated by participants' feelings of curiosity after accounting for quality (Study 2) or after controlling for quality (Studies 1, 3–5), and is stronger among participants with hedonic versus utilitarian consumption motivation (Studies 4 and 5). By documenting the curiosity account for the positive effect of queue wait on consumers' purchase intentions, this research adds to extant research on positive queue effects and expands the curiosity literature into the queue wait context. The observed moderating effect of hedonic versus utilitarian consumption motivation echoes with the curiosity account. Practical implications for marketers were discussed.     

Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices

This research investigates both the downstream effect of perceived brand authenticity on consumers' actual, consequential choice and the important role of inferred brand dedication in the relationship between perceived brand authenticity, anticipated quality, and purchase intentions. We also investigate the interactive effect of two source-related factors—intrinsic motivation and congruity—on consumers' brand authenticity perceptions. We present findings from three studies using different product categories (utilitarian/consumable: hand sanitizer; hedonic/consumable: chocolate; hedonic/non-consumable: sunglasses). Study 1 shows that consumers use information regarding the intrinsic motivation of those behind the brand and congruity between the brand's actions and what it represents to consumers when forming brand authenticity perceptions and that intrinsic motivation and congruity interact to increase authenticity perceptions. We anticipate that consumers' positivity toward brands perceived as authentic will extend to actual choice through anticipated quality. Study 2 demonstrates that consumers choose authentic brands over inauthentic brands above what chance would dictate and anticipated quality can forecast this choice. Next, we extend our collective process knowledge by exploring an underlying reason why consumers anticipate that brands presented through marketing communications as authentic will have higher quality. We suggest that when managers present brands as authentic, consumers infer greater dedication of those behind the brand and inferred dedication influences anticipated product quality. Study 3 provides support and uncovers a serial mediation process, highlighting the importance of inferred dedication. Specifically, perceived brand authenticity increases consumers' brand dedication inferences, which in turn increases anticipated product quality, and ultimately purchase intentions.     

The role of exploratory buying behavior tendencies in choices made for others

We examine whether the consumer trait of exploratory buying behavior tendencies (EBBT; Baumgartner, H., and Steenkamp, J.E.M. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13, 121–137.) can influence even choices made for others. The results of three experiments in a gift-giving context show that high (vs. low) EBBT individuals have greater salience of hedonic search motives and consequently form more diverse consideration sets while purchasing a gift. Further, when working with a specific gift budget, high EBBT consumers are more likely to diversify their gift choices by buying a greater number of relatively lower-priced gift items. We also find that the effects of the EBBT trait are significantly attenuated when the regulatory focus of the person making the gift decision is one of prevention rather than promotion. Discussion focuses on implications and future research directions regarding the relationship between exploratory buying behavior tendencies and consumer decision-making.     

产品类型对购物冲量效应的调节作用分析

基于享乐品-实用品有关研究及购物冲量效应, 考察产品类型对购物冲量效应的调节作用及其内在机制。实验一通过现场研究验证购买实用品提高后续购买概率, 购买享乐品降低其概率; 实验二为实验室实验, 再次验证该调节作用, 并验证内在原因：购买享乐品更可能激发内疚感、花钱的痛苦甚至负面自我形象和高层次目标, 导致理由性思维占主导, 前次购买引发的应用思维定式受到削弱。相比于实用品, 购买享乐品引发购物冲量效应的可能性更低。