 Gifts to say goodbye: consumer preferences for farewell giftsDongjin He, Liu, Qianqian (Esther), Chu, Xing-Yu (Marcos), Meng Wang and Yuwei Jiang Journal of Business Research, 2025, vol. 199, issue C Abstract: This research examines consumers’ gift preferences in the context of farewell gifting. Six primary studies and two studies reported in the Web Appendix demonstrate that consumers tend to choose a gift linked to their own identities when it is to be sent as a farewell gift (vs. a non-farewell gift). This effect is driven by consumers’ heightened reminding motive (i.e., the motive to remind the recipient of the giver). The effect of the gifting context on givers’ preferences for giver-identity-linked gifts is attenuated when they select gifts for socially distant recipients or when they perceive a low threat to their relationship with the recipient. Furthermore, the recipient can detect the giver’s reminding motive via giver-identity-linked gifts, and they appreciate giver-identity-linked farewell gifts more than giver-identity-unlinked farewell gifts. This research contributes to the literature on gifting and identity, and offers suggestions for gift promotions. Keywords: Farewell gifting; Identity-linked products; Reminding motive; Relationship closeness; Relationship threat (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:199:y:2025:i:c:s0148296325003765 DOI: 10.1016/j.jbusres.2025.115553 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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