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Exploring the recipients' attitudes and behaviors toward gift-giving: a cross-cultural comparison between Thailand and the USA

Theeranuch Pusaksrikit (Chulalongkorn Business School, Chulalongkorn University, Bangkok, Thailand)
Sydney Chinchanachokchai (Department of Marketing, University of Akron, Akron, Ohio, USA)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 2 December 2022

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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.

Keywords

Citation

Pusaksrikit, T. and Chinchanachokchai, S. (2022), "Exploring the recipients' attitudes and behaviors toward gift-giving: a cross-cultural comparison between Thailand and the USA", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-02-2022-0133

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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