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The use of disliked gifts from a consumer behavior perspective

Author

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  • Cruz-Cárdenas, Jorge
  • González, Reyes
  • del Val Núñez, M. Teresa

Abstract

To use or not to use a disliked gift is a dilemma for recipients. Their choice will affect their relationship with the giver as well as marketing and business. However, the study of this topic is scarce in the consumer behavior discipline. Through a survey on 1269 adults in Ecuador, a Latin American country, this study identifies variables from the recipient, the giver, their relationship, and the gift. These variables provide the solution to the dilemma and, according to these findings, present implications for theory and practice.

Suggested Citation

  • Cruz-Cárdenas, Jorge & González, Reyes & del Val Núñez, M. Teresa, 2015. "The use of disliked gifts from a consumer behavior perspective," Journal of Business Research, Elsevier, vol. 68(7), pages 1635-1637.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:7:p:1635-1637
    DOI: 10.1016/j.jbusres.2015.02.008
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    References listed on IDEAS

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    1. Sherry, John F, Jr, 1983. "Gift Giving in Anthropological Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 157-168, September.
    2. Fischer, Eileen & Arnold, Stephen J, 1990. "More than a Labor of Love: Gender Roles and Christmas Gift Shopping," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 333-345, December.
    3. Sherry, John Jr. & McGrath, Mary Ann & Levy, Sidney J., 1993. "The dark side of the gift," Journal of Business Research, Elsevier, vol. 28(3), pages 225-244, November.
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    Cited by:

    1. Givi, Julian & Galak, Jeff & Olivola, Christopher Y., 2021. "The thought that counts is the one we ignore: How givers overestimate the importance of relative gift value," Journal of Business Research, Elsevier, vol. 123(C), pages 502-515.
    2. Cruz-Cárdenas, Jorge & González, Reyes & Teresa del Val Núñez, M., 2016. "Clothing disposal in a collectivist environment: A mixed methods approach," Journal of Business Research, Elsevier, vol. 69(5), pages 1765-1768.
    3. 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, Elsevier, vol. 129(C), pages 393-405.
    4. Guido, Gianluigi & Pino, Giovanni & Peluso, Alessandro M., 2016. "Assessing individuals' re-gifting motivations," Journal of Business Research, Elsevier, vol. 69(12), pages 5956-5963.

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