Handmade vs. machine-made: the effects of handmade gifts on social relationships

Xiaoming Fan (), Anqi Lai and Hean Tat Keh
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Xiaoming Fan: Zhejiang University of Finance and Economics
Anqi Lai: Zhejiang University of Finance and Economics

Marketing Letters, 2024, vol. 35, issue 3, No 2, 14 pages

Abstract: Abstract This paper examines the effects of handmade (vs. machine-made) gifts on social relationships. Across three studies, we find that handmade gifts promote social relationships. This effect can be explained by the perceived uniqueness of such gifts. Furthermore, these effects are moderated by social class (upper vs. lower). Specifically, membership in the upper class enhances the recipient’s perceived uniqueness of handmade gifts, which in turn enhances the recipient’s evaluation of social relationships. However, for members of the lower class, their perception of the uniqueness of handmade gifts becomes weaker, to the detriment of social relationships. These novel findings have both theoretical and practical significance for establishing harmonious interpersonal relationships and the consumption of handmade gifts.

Keywords: Handmade; Social relationships; Uniqueness; Social class (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11002-024-09722-w

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