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…
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
Keywords
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…
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.