The use of disliked gifts from a consumer behavior perspective

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

Journal of Business Research, 2015, vol. 68, issue 7, 1635-1637

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.

Keywords: Consumer behavior; Disliked gifts; Use; Latin America; Recipient (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:7:p:1635-1637

DOI: 10.1016/j.jbusres.2015.02.008

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