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Social Influences on Dyadic Giving over Time: A Taxonomy from the Giver's Perspective

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  • Lowrey, Tina M
  • Otnes, Cele C
  • Ruth, Julie A

Abstract

Most gift-giving research focuses on how aspects of the giver, recipient, or their relationship impact gift exchange. This longitudinal study of the Christmas giving of five informants demonstrates that givers strategically incorporate, or allow themselves to be influenced by, third parties when selecting gifts for recipients. Moreover, givers' motivations for incorporating these influences can change over time. Thus, seemingly personal gifts to recipients actually reflect givers' relationships with others in the social network. Our taxonomy of 10 social influences on givers' behavior, as well as givers' motivations and the relational processes associated with each, broadens the scope of current gift-giving research and begins exploring how social relationships impact gift exchange. Copyright 2004 by the University of Chicago.

Suggested Citation

  • Lowrey, Tina M & Otnes, Cele C & Ruth, Julie A, 2004. "Social Influences on Dyadic Giving over Time: A Taxonomy from the Giver's Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(4), pages 547-558, March.
    • Handle: RePEc:oup:jconrs:v:30:y:2004:i:4:p:547-58
    DOI: 10.1086/380288
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    Cited by:

    1. Ye Yang & Angela Paladino, 2015. "The case of wine: understanding Chinese gift-giving behavior," Marketing Letters, Springer, vol. 26(3), pages 335-361, September.
    2. Ashley B. LeBaron, 2019. "The Socialization of Financial Giving: A Multigenerational Exploration," Journal of Family and Economic Issues, Springer, vol. 40(4), pages 633-646, December.
    3. Zongshui Wang & Hong Zhao & Yan Wang, 2015. "Social networks in marketing research 2001–2014: a co-word analysis," Scientometrics, Springer;Akadémiai Kiadó, vol. 105(1), pages 65-82, October.
    4. Wu, Ruomeng & Steffel, Mary & Shavitt, Sharon, 2021. "Buying gifts for multiple recipients: How culture affects whose desires are prioritized," Journal of Business Research, Elsevier, vol. 132(C), pages 10-20.
    5. Tuncay, Linda & Otnes, Cele C., 2008. "The Use of Persuasion Management Strategies by Identity-Vulnerable Consumers: The Case of Urban Heterosexual Male Shoppers," Journal of Retailing, Elsevier, vol. 84(4), pages 487-499.
    6. Louro, M.J.S., 2005. "Leaving pleasure : Positive emotions and goal-directed behavior," Other publications TiSEM a8907dd8-8fb1-45c9-b72d-a, Tilburg University, School of Economics and Management.
    7. Bhukya, Ramulu & Paul, Justin, 2023. "Social influence research in consumer behavior: What we learned and what we need to learn? – A hybrid systematic literature review," Journal of Business Research, Elsevier, vol. 162(C).
    8. Luo, Biao & Fang, Wenpei & Shen, Jie & Cong, Xue Fei, 2019. "Gift–image congruence and gift appreciation in romantic relationships: The roles of intimacy and relationship dependence," Journal of Business Research, Elsevier, vol. 103(C), pages 142-152.
    9. Chen, Ning & Petersen, Francine E. & Lowrey, Tina M., 2022. "The effect of altruistic gift giving on self-indulgence in affordable luxury," Journal of Business Research, Elsevier, vol. 146(C), pages 84-94.
    10. Guido, Gianluigi & Pino, Giovanni & Peluso, Alessandro M., 2016. "Assessing individuals' re-gifting motivations," Journal of Business Research, Elsevier, vol. 69(12), pages 5956-5963.
    11. Clinton Gudmunson & Sharon Danes, 2011. "Family Financial Socialization: Theory and Critical Review," Journal of Family and Economic Issues, Springer, vol. 32(4), pages 644-667, December.
    12. Vanhamme, Joëlle & de Bont, Cees J.P.M., 2008. "“Surprise Gift” Purchases: Customer Insights from the Small Electrical Appliances Market," Journal of Retailing, Elsevier, vol. 84(3), pages 354-369.
    13. Shmargad, Yotam & Watts, Jameson K.M., 2016. "When Online Visibility Deters Social Interaction: The Case of Digital Gifts," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 1-14.
    14. Ertimur, Burçak & Muñoz, Caroline & Hutton, James G., 2015. "Regifting: A multi-perspective processual overview," Journal of Business Research, Elsevier, vol. 68(9), pages 1997-2004.
    15. Schiffman, Leon G. & Cohn, Deborah Y., 2009. "Are they playing by the same rules? A consumer gifting classification of marital dyads," Journal of Business Research, Elsevier, vol. 62(11), pages 1054-1062, November.
    16. Joo, Young-Hyuck & Kim, Yunsik & Yang, Suk-Joon, 2011. "Valuing customers for social network services," Journal of Business Research, Elsevier, vol. 64(11), pages 1239-1244.
    17. Park, Yookyung & Yi, Youjae, 2022. "Is a gift on sale “heart-discounted†? Givers’ misprediction on the value of discounted gifts and the influence of service robots," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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