Cultural differences in giving experiential (vs. material) gifts

Minji Suh and Hyewon Cho ()
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Minji Suh: Sogang Business School, Sogang University
Hyewon Cho: Sogang Business School, Sogang University

Marketing Letters, 2023, vol. 34, issue 2, No 4, 223-236

Abstract: Abstract In this research, we propose that consumers’ degree of independence (not consumers’ degree of interdependence) predicts their preference for giving experiential (vs. material) gifts. Across four studies, we find that consumers from the U.S. (vs. India), consumers with independent (vs. interdependent) self-construal, consumers with a high (vs. low) level of independence, and Whites (vs. Asians) prefer giving experiential (vs. material) gifts. Furthermore, we demonstrate that promotion focus underlies this effect, ruling out alternative explanations (i.e., reliance on feelings and the need for unique products). This research makes theoretical contributions and provides actionable managerial implications for marketers by identifying who would prefer giving experiential (vs. material) gifts.

Keywords: Gift-giving; Experiential purchase; Material purchase; Culture (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s11002-022-09645-4

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