The influence of relationship beliefs on gift giving

Rai Dipankar (), Lin Chien-Wei (), Hong JungHwa () and Kulick George ()
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Rai Dipankar: Le Moyne College, Syracuse, New York, USA
Lin Chien-Wei: State University of New York at Oneonta, Oneonta, New York, USA
Hong JungHwa: University of Texas-Tyler, Tyler, TX, USA
Kulick George: Le Moyne College, Syracuse, New York, USA

Management & Marketing, 2017, vol. 12, issue 4, 697-709

Abstract: People have fundamental beliefs about what constitutes a good relationship, known as implicit theories of relationship, where some people have destiny beliefs whereas others have growth beliefs. People with destiny beliefs believe that potential partners are meant either for each other or not, whereas people with growth beliefs believe that successful relationships are cultivated and developed. This research shows that different implicit theories of relationship influence consumers’ gift choice to their significant others. We demonstrate, through two studies, that consumers with destiny beliefs prefer giving gifts that are more feasible in nature, whereas consumers with growth beliefs prefer giving gifts that are more desirable in nature. We show that this effect is mediated by desirability-feasibility considerations. Specifically, consumers with destiny beliefs focus on feasibility considerations, which leads them to choose a highly feasible gift. Conversely, consumers with growth beliefs focus on desirability considerations, which leads them to choose a highly desirable gift. We also discuss the theoretical and managerial implications of our research.

Keywords: consumer behavior; implicit theory of relationship; feasibility; desirability; gift giving (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:12:y:2017:i:4:p:697-709:n:10

DOI: 10.1515/mmcks-2017-0040

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