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This study aims to explore surprising gifts received and given by close relations to identify the variables involved in creating surprising gifts. The analysis of the viewpoints of the giver and the recipient, reflecting their profiles, leads to recommendations for retailers.

An exploratory, small-scale, open-ended questionnaire (48 respondents) produces 43 (38) accounts of surprising gifts given (received), informed further by in-depth interviews (eight informants, both givers and recipients of surprising gifts).

This study identifies and elaborates on the variables (why, when, what, where, who and how, and their combinations) that define surprising gift giving, from both giver and recipient perspectives. The findings indicate a paradox: even if givers or recipients prefer a surprising gift, they might give or wish for an unsurprising gift to avoid disappointment.

Further research should confirm the findings using representative samples. Moreover, gender differences in surprising gift giving should be investigated further. Finally, the exact characteristics and properties that make common objects potential candidates for successful surprising gifts should be studied further.

The discussion has relevant implications for manufacturers and retailers. For example, if recipients are surprised, happy and satisfied, they likely exhibit higher brand recall. The recipient’s (happy versus not happy) emotions also have spillover effects on the giver’s. Thus, retailers should provide assistance in the store and advertise their salespeople as experts who can offer advice about selecting appropriate gifts. The exact characteristics and properties that make common objects potential candidates for successful surprising gifts should be studied further.

The systematic account of all six variables, not previously analyzed in the literature, provides rich insights into surprising gift giving. The discussion of the study of givers and recipients supplements these insights.

Purpose – The present article explores a relatively new way for consumers to dispose of items they no longer use, namely free recycling websites. Online recycling is based on an encounter with an unknown recipient to give something away ‘in person’.

Methodology – A phenomenological approach was used to understand the meaning of giving through free recycling websites. Placing the focus on the donor's perspective, we analysed Internet postings and conducted 27 in-depth interviews.

Findings – Our research shows that (1) when the object is given, the online giver is less concerned about the risk of refusal, since the recipient has deliberately made the choice to take the item; (2) when the item is received, the encounter with the recipient removes the anonymity of charities and (3) in return, the encounter with the recipient offers the giver acknowledgement for the gesture without committing them to a relationship with the recipient in the way a gift to kith or kin might do.

Research implications – While former literature has highlighted certain tensions in the gift economy, this study shows how free recycling websites can help to alleviate such tensions.

Social implications – The research highlights how this system of object disposition enhances social interactions between two strangers that share an interest in the same object.

Originality – The article shows how this new form of gift-giving relationship is both rewarding and liberating: it is rewarding thanks to the interaction with the recipient (unlike donations to charities) without necessarily creating a bond of dependence (unlike giving to someone you know).

This paper aims to examine coping approaches used by receivers to deal with failed gift experiences, thereby dealing with misperceptions between givers and receivers that could affect their relationship.

This study uses a sequential, multimethod methodology using background questionnaires, online diary method and 27 semi-structured interviews.

Receivers cope with failed gift experiences through concealing, disclosing or re-evaluating the gift experience. These approaches encompass several coping strategies, allowing receivers to deal with their experiences in ways that help them manage their relationships with givers.

Informants described gift experiences in their own terms without being prompted to talk about coping, thus some insights of coping with failed gifts may have been missed. Multiple data collection methods were used to minimise this limitation, and the research findings suggest new avenues for future research.

The present research helps retailers and brands to minimise gift failure by promoting gifts that emphasise aspects of the giver–receiver relationship, assists givers in their learning from gift failure by making them aware of the receiver’s preferences and reduces the cost of gift failure by offering further opportunities to dispose of unwanted gifts.

This paper contributes to the emerging topic of consumer coping by providing a novel and rounded understanding of coping in the context of failed gift events, identifying new reasons for gift failure, highlighting receivers’ ethical considerations when responding to failed gifts and proposing new insights for the coping literature.

Previous research on impression management explored motives, the use of impression management tactics and the influence of personality characteristics on the tendency to engage in impression management. The purposes of this research are to examine gift‐giving behavior among adolescents based on the building blocks of impression management theory, the ways that personality characteristics motivate gift‐givers to engage in active and defensive impression management and how the use of impression management tactics (i.e. similarity‐conformity and target‐enhancement) are reflected in their gift‐giving behavior.

A convenience sample of 141 adolescences was used in a quantitative study. Self‐report questionnaires were distributed to adolescents of different ages (13‐16), with students from diverse social strata. Students were asked to recall a recent peer gift‐giving experience and to refer to it when answering the questions which covered motives for gift‐giving, personality characteristics, and the characteristics of the gift.

The authors' study shows that personality characteristics such as public self‐consciousness, self‐monitoring, and self‐esteem are positively related with gift‐giving motives. Additionally, gift‐giving motives are positively related with the use of similarity‐conformity and target‐enhancement tactics. Finally, the use of impression management tactics reflects adolescents' special characteristics, such as their tendency towards conformism, important role of peers in their lives, and their high need to protect and nurture these social resources.

This research explored the instrumental role of gift‐giving among adolescents and contributes to the existing literatures on gift‐giving, impression management, and adolescents' consumer behavior.

This paper aims to explore gift personalization, i.e. the design of gifts by givers on mass-personalization platforms, from the perspective of the gift recipient.

Given the exploratory objectives of this study, the qualitative approach was deemed suitable. Two complementary qualitative studies (i.e. semi-structured interviews and critical incidents) have been conducted, and the narratives have been thematically analyzed.

Gift recipients value gift personalization because of the utility they derive from the product, as well as the ability of the personalized gift to express the giver. Recipients recognize the capacity of the personalized gift to communicate symbolically the giver; they appreciate not only the enhanced attributes of the end product but also the process that led to it, which is imagined as creative and risky. The inherent expressivity of the personalized gift makes it highly valuable in the recipient’s eyes, even when it fails to please him or her.

This research redefines the boundaries of personalization value based on the perceptions of consumers who are not involved in the design process; highlights implications of personalization for firms targeting givers as users of their mass-personalization platforms; and proposes a research agenda to further investigate personalization in marketing.

This paper aims to investigate the impact of gift-givers’ perception of relational closeness on their gift-selection attitude and eventual selection when the gift is not a requested-gift.

A conceptual framework was constructed on the basis of five hypotheses, which were tested by field data collected through surveys of urban Indian gift-givers while they shopped for a gift. Logistic regressions were used for validating hypotheses. Mediation effect was computed using the PROCESS macro in SPSS.

The giver may have either a “recipient-centric” or a “giver-centric” attitude towards gift-selection. It was found that givers who feel greater closeness towards recipients are less likely to be “giver-centric” and more likely to believe that the recipient’s preferences are similar to their own. The givers’ belief that the recipient’s preferences are similar to their own mediates the effect of closeness on attitude. Closeness reduces the odds of making a “preference-contrary” selection among “recipient-centric” givers because of a perceived similarity of preferences.

The study was conducted among urban Indian gift-shoppers. Cross-cultural study may be required for general interpretation of the results. In addition, the role of reciprocity in determining giver’s attitude and gift-selection was not studied.

The study found that the odds of making “preference-contrary” gift-selection depend on the closeness of the dyadic relation. This understanding can be used in advertising and promoting products that are used as gifts between close relations.

Previous studies postulated and demonstrated that relational closeness affects gift-giving behaviour, but none connected closeness to gift-selection. This research conceptualised gift-giver’s attitude, which influences giver’s selection.

In social networking services gift giving, the decision to send a gift is often initiated by spontaneous news about others, who may have recently experienced fortune or misfortune. The purpose of this paper is to show that the valence of the other’s event can affect the empathy experienced by the giver and that the level of empathy affects gift selection behavior.

Study 1 investigated the relationship between empathy and valence of other’s event and the underlying mechanism of changes in self-esteem. Study 2 explored how different levels of empathies lead to different gift selection behavior. Study 3 replicated the results of Study 2 using a different measurement approach.

Across the three studies, findings consistently suggest that the empathy arising from unexpected news of the others’ fortune was lower compared to that of the others’ misfortune because of threats to self-esteem. In addition, greater empathy prompted gift givers to spend more time and effort in gift selection.

Understanding how valence of event experienced by others might motivate givers to engage in selecting a gift online can help retailers increase predictive insights for recommendations.

While past research focused on ritual gift giving, this research examined spontaneous gift giving. The study is also unique in that the empathy gap between the giver and the receiver is a result of the changes in the psychological state of the giver.

This study aims to explore the dual identity role of joint gift-giving among adolescents. Studying this phenomenon through the lens of impression management theory enabled us to analyze private and group motives, drivers of these motives (givers’ public self-consciousness and self-monitoring and group cohesiveness) and the influence of group motives on the joint process. The characteristics of the joint process reflect a mutual social activity that enables adolescents to strengthen social group ties and define and nurture group identity. This research showed how a mutual consumer process, specifically, joint gift-giving, enhances the outcomes of social resources by defining groups’ mutual extended selves.

In this study, quantitative tools were used. Selection of constructs for the study was based on a literature review and existing qualitative research. To test the validity and the reliability of the scales, a convenience sample of 103 adolescents (13 to 16 years old) was used in a pre-test survey. In the main study, a convenience sample of 129 adolescences was used. Self-report questionnaires were distributed to adolescents (aged 13-16 years). The survey included scales covering private and group motives for joint gift-giving, givers’ personality, group cohesiveness and the characteristics of the joint process.

Givers’ public self-consciousness and self-monitoring were positively related to the motivation to engage in joint gift-giving to facilitate the development of desired private identities. High public self-consciousness and self-monitoring givers were motivated to enhance their private role in the group task and managed their impression among multiple audiences. We found that high-cohesiveness groups were motivated to nurture and strengthen social resources through joint gift-giving. Engaging in joint gift-giving is motivated not only by functional motives (e.g. saving money) but also by social motives that strengthen a group’s extended-self and social resources that all members enjoy.

Although gift-giving is a three-stage process per gestation presentation and reformulation stage, the current study explored joint gift-giving behavior only in the gestation stage. Future research should include the other two stages. Also the current research concentrated on adolescents. Exploring joint gift-giving among adults is recommended as well. Comparing the two age groups should allow a better understanding of the special characteristics of adolescents and adults. Additionally, other personality characteristics could affect givers private identity in the group task and other group characteristics such as group size gender of members and group context in the workplace could affect identity.

This research can provide marketers with a deeper understanding of the joint gift-giving process. For example, marketers should recognize that joint gift-giving involves adolescent groups’ time-consuming activities in the joint process, i.e. gift selection effort, making handmade gifts and putting special efforts in gift appearance that enable them to define and nurture their group identity.

Parents and educators should recognize the importance of social identity dual role in participating in joint gift-giving. Hence, we recommend them to encourage adolescents to participate in this joint consuming process to enable them to protect and define their identity.

Adolescents are an important market segment with unique cognitive, social and personality processes. While these processes have been explored in several consumer behavior studies, adolescents’ gift-giving has been largely ignored in the literature. This study contributes to an understanding of the drivers of private and group joint gift-giving motives, how sense of belonging and group identity are reflected in the social dynamics of joint gift-giving and how adolescents manage group and private impressions in the eyes of a single receiver and in the eyes of multiple peers participating in the group task.

The purpose of this paper is to investigate the recipient side of gift exchange by establishing the combination/level of gift benefits preferred by the recipient. It investigates the association between these benefits and the nature of the relationship between the gift giver and recipient.

A total of 250 people were surveyed about a recent gift receipt experience. Levels of symbolic, experiential, and functional benefits sought from the gift were established. Canonical correlation was used to analyse the interrelationships of relational variables (relationship type, strength, and length) and the preferred gift benefits.

People prefer gifts with a greater symbolic meaning (see with lower levels of functional and experiential benefits) from people close to them. People who have not known each other for long, but have a strong emotional connection, prefer gifts that are primarily functional. It shows that benefit associations are significant to gift recipients, the type of relationship the recipient is in has a significant effect on the desired combined level of benefit associations, and the symbolism of meaning for gifts can be expressed through benefit associations.

Studies of gift exchange focus on the gift giver and the benefits gained from the act of giving. The results show that the exchange process used by sociologists and consumer behaviorists to describe and explain gift‐giving activity cannot assume the same levels of benefits associated with the gift occurring on each side of the exchange. It is also shown for the first time that the type of giver, and the relationship the recipient has with the giver, will modify recipient preferences.

It is recognised that a sustainable competitive advantage is a necessary condition for a firm to survive and prosper. Specifically, companies need to embark on real, substantive business initiatives that will accrue to the company an asymmetrical, firm‐specific resource that will not be perfectly imitable by competitors, to borrow from Barney’s (1986) parlance. Barney’s notion of imperfect imitability is see as crucial in ascertaining the long run efficacy of any potential source of competitive advantage. A sustainable competitive advantage is one which is of value, is rare, has few if any substitutes, and in particular is not easily copied (Barney, 1986). The acquisition of such a sustainable competitive advantage is seen as the whole point of planning and executive business level strategies.