“Surprise Gift” Purchases of Small Electric Appliances: A Pilot Study

Joëlle Vanhamme and Cees de Bont

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

Abstract: Understanding decision-making processes for gifts is of strategic importance for companies selling small electrical appliances as gifts account for a large part of their sales. Among all gifts, the ones that are surprising are the most valued by recipients. However, research about decision-making processes involved in surprise gift purchases is lacking. This article shows, for example, that design and money back guarantees are more important for the purchase of surprise gifts than other gifts. The brand name, however, appears to be less important. Also, surprise gifts are more often bought on the spot, without extended information search (similar to impulse purchases).

Keywords: Decision-Making Process; Gift Purchase; Logistic Regression; Panel Data; Small Electrical Appliances; Surprise (search for similar items in EconPapers)
JEL-codes: C44 M M31 (search for similar items in EconPapers)
Date: 2005-12-19
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Persistent link: https://EconPapers.repec.org/RePEc:ems:eureri:7177

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