 Romantic gift giving as chore or pleasure: The effects of attachment orientations on gift giving perceptionsHieu P. Nguyen and James M. Munch Journal of Business Research, 2011, vol. 64, issue 2, 113-118 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. Keywords: Attachment; theory; Gift; giving; Anxious; Avoidant; Secure (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:64:y:2011:i:2:p:113-118 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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