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Romantic gift giving as chore or pleasure: The effects of attachment orientations on gift giving perceptions

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  • Nguyen, Hieu P.
  • Munch, James M.

Abstract

In two studies we introduce Attachment theory as a fresh consumer research perspective on the study of gift giving perceptions among individuals in romantic relationships. We explore the intricacies of romantic gift giving as affected by the interplay between long-lasting individual dispositional variables and relationship-specific variables. In Study 1 we show that when provided with descriptions of unknown persons' attachment orientations and their emotional needs in romantic relationships, participants can accurately predict those persons' gift giving perceptions. In Study 2 we directly assess the links between dispositional attachment orientations and gift giving perceptions as well as the underlying processes through self-reports of participants currently in romantic relationships. We find that self-esteem and relationship satisfaction influence the link between attachment orientations and gift giving perceptions. We also provide implications for future research and practitioners.

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  • Nguyen, Hieu P. & Munch, James M., 2011. "Romantic gift giving as chore or pleasure: The effects of attachment orientations on gift giving perceptions," Journal of Business Research, Elsevier, vol. 64(2), pages 113-118, February.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:2:p:113-118
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    Cited by:

    1. Liu, Chihling & Hogg, Margaret K., 2018. "Using attachment theory to understand consumers' tensions between their sense of self and goal-pursuits in relationships," Journal of Business Research, Elsevier, vol. 92(C), pages 197-209.
    2. Apaolaza, Vanessa & Hartmann, Patrick & Paredes, Mario R. & Trujillo, Alejandra & D'Souza, Clare, 2022. "What motivates consumers to buy fashion pet clothing? The role of attachment, pet anthropomorphism, and self-expansion," Journal of Business Research, Elsevier, vol. 141(C), pages 367-379.
    3. Rai Dipankar & Kulick George & Lin Chien-Wei & Hong JungHwa, 2017. "The influence of relationship beliefs on gift giving," Management & Marketing, Sciendo, vol. 12(4), pages 697-709, December.
    4. Martin Mende & Maura L. Scott & Aaron M. Garvey & Lisa E. Bolton, 2019. "The marketing of love: how attachment styles affect romantic consumption journeys," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 255-273, March.
    5. Ramon Silva Leite & Sérgio Cruz Passos & Marcelo de Rezende Pinto, 2020. "Personal values and gift giving act: a proposed connection," Estudios Gerenciales, Universidad Icesi, vol. 36(155), pages 218-228, June.
    6. 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, Elsevier, vol. 117(C), pages 87-98.

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