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Personal values and gift giving act: a proposed connection

Author

Listed:
  • Ramon Silva Leite
  • Sérgio Cruz Passos
  • Marcelo de Rezende Pinto

Abstract

The consumption of gifts is relevant and many commerce sales are carried out during traditional times of gift-giving, such as Christmas. The objective of this paper is to propose and validate a model that measures the influence of personal values in the act of gift giving, also considering the role of gender in these relationships. A survey was carried out on 1,085 consumers. Through structural equation modeling with partial least squares (SEM-PLS), it was verified that the gift giving act is influenced by five personal values: self-direction, hedonism, tradition, achievement, and power. The results show that personal values can be used to predict the behavior of gifting. This study integrates Gift-Giving Theory and Personal Values Theory to better understand consumer attitudes and behaviors.

Suggested Citation

  • Ramon Silva Leite & Sérgio Cruz Passos & Marcelo de Rezende Pinto, 2020. "Personal values and gift giving act: a proposed connection," Estudios Gerenciales, Universidad Icesi, vol. 36(155), pages 218-228, June.
    • Handle: RePEc:col:000129:018339
    DOI: 10.18046/j.estger.2020.155.3539
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    References listed on IDEAS

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    3. Belk, Russell W & Coon, Gregory S, 1993. "Gift Giving as Agapic Love: An Alternative to the Exchange Paradigm Based on Dating Experiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 393-417, December.
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    More about this item

    Keywords

    gift giving; personal values; attitudes; consumer behavior.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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