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Article
Publication date: 2 December 2022

Theeranuch Pusaksrikit and Sydney Chinchanachokchai

This research examines cultural differences between Thais and Americans in recipients' attitudes and behaviors throughout all three stages of Sherry's (1983) gift-giving model and…

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Abstract

Purpose

This research examines cultural differences between Thais and Americans in recipients' attitudes and behaviors throughout all three stages of Sherry's (1983) gift-giving model and the moderating effect of relationship closeness on the gift-giving process.

Design/methodology/approach

Three experiments tested recipients' attitudes and behaviors across cultures in each gift-giving stage. Study 1 explored the gestation stage (gift search and purchase). Study 2 tested recipients in the prestation stage (actual exchange), and Study 3 examined the reformulation stage (gift disposition and realignment of the relationship).

Findings

Results show that relationship closeness between the giver and the recipient plays a role among interdependent self-construals. Thais (interdependent self-construals) are more likely to give a hint or make a request for a gift to close friends than distant friends and are also more likely to accept, keep and use gifts from close friends than from distant friends. Moreover, for interdependent self-construals, a gift from a close friend improved the relationship more than a gift from a distant friend. In contrast, Americans (independent self-construals) present no differences between close and distant friends.

Originality/value

This research provides a comprehensive picture of the recipient's perspective in cross-cultural gift-giving and expands the notion of relationship closeness as a moderator.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 8
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 11 August 2021

Theeranuch Pusaksrikit and Sydney Chinchanachokchai

The purpose of this paper is to examine the effects of cultural differences and the types of relationship closeness involved in recipients’ emotional and behavioral reactions…

390

Abstract

Purpose

The purpose of this paper is to examine the effects of cultural differences and the types of relationship closeness involved in recipients’ emotional and behavioral reactions after receiving disliked gifts.

Design/methodology/approach

Collecting data from Thailand and the USA, two experiments were conducted in a 2 (self-construal: independent/interdependent) × 2 (relationship closeness: close/distant) between-subjects design. Study 1 explores the recipients’ feelings and reactions upon receipt of a disliked gift. Study 2 explores the disposition process for a disliked gift.

Findings

The results show that a recipient’s emotions, reaction and disposition process can be affected by cultural differences and relationship closeness: specifically that close and distant relationships moderate the relationship between self-construal and gift-receiving attitudes and behaviors.

Research limitations/implications

Future research can investigate representative groups from other countries to broaden the generalizability of the findings.

Practical implications

This understanding can guide gift-givers when selecting gifts for close or distant recipients across cultures. Additionally, it can help retailers develop and introduce new marketing strategies by applying self-construal as a marketing segmentation tool for gift purchase and disposition.

Originality/value

This research is among the first studies to offer insights into how individuals in different cultures manage disliked gifts they receive from people in either close or distant relationships.

Details

Journal of Consumer Marketing, vol. 38 no. 5
Type: Research Article
ISSN: 0736-3761

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