Thoughtful or thoughtless? Asymmetric attitudes of gift-givers and gift-recipients toward overpackaged gifts

Haijiao Shi, Rong Chen and Yin, Bingqing (Miranda)

Journal of Retailing, 2024, vol. 100, issue 4, 656-672

Abstract: Gift packaging plays an important role in gift-giving. In recent years, there has been an increase in the prevalence of overpackaged gifts. The current research explores how gift-givers and gift-recipients evaluate an overpackaged gift asymmetrically. Across five studies and four supplementary studies, we demonstrate that gift-givers prefer overpackaged gifts and evaluate them more positively than regularly packaged gifts. Conversely, gift-recipients prefer regularly packaged gifts and evaluate overpackaged gifts less positively. This is because gift-givers use overpackaging to signal their thoughtfulness, whereas gift-recipients may interpret overpackaging as a signal of the giver's lack of thoughtfulness (i.e., prioritizing packaging over the gift itself). We further demonstrate that these asymmetric attitudes toward overpackaged gifts between givers and recipients are influenced by gift-giving occasions and social closeness. Specifically, this discrepancy becomes more pronounced in obligatory occasions or when there is a greater social distance between givers and recipients. This research highlights a novel preference discrepancy in gift-giving: the perception and evaluation mismatch of overpackaging between gift-givers and gift-recipients. We provide insights for consumers and offer actionable guidance for gift-giving retailers regarding the design of gift packaging.

Keywords: Gift-giving; Overpackaged gifts; Zero-sum heuristic; Attitude; Thoughtfulness (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:100:y:2024:i:4:p:656-672

DOI: 10.1016/j.jretai.2024.10.002

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