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Elucidating the emotional and relational aspects of gift giving

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  • Ganesh Pillai, Rajani
  • Krishnakumar, Sukumarakurup

Abstract

Gift giving is a complex emotional process that is important in maintaining relationships. However, little is understood about the effects of individual differences in consumers' ability to understand the emotions of the receiver and even themselves in the gift-giving process. A series of three studies reveal that emotional understanding (EU) influences how much money consumers spend on gifts. Study 1 shows that consumers with higher EU are likely to spend more money on buying gifts for others. Study 2 indicates that relationship closeness moderates the effect of EU on gift spending. Finally, Study 3 demonstrates that consumers with higher EU not only spend more money on gifts but also experience greater happiness. These results highlight the important role of EU on gift-giving behaviors and on the subsequent well-being of the giver.

Suggested Citation

  • Ganesh Pillai, Rajani & Krishnakumar, Sukumarakurup, 2019. "Elucidating the emotional and relational aspects of gift giving," Journal of Business Research, Elsevier, vol. 101(C), pages 194-202.
    • Handle: RePEc:eee:jbrese:v:101:y:2019:i:c:p:194-202
    DOI: 10.1016/j.jbusres.2019.03.037
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    Citations

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    Cited by:

    1. Givi, Julian & Galak, Jeff & Olivola, Christopher Y., 2021. "The thought that counts is the one we ignore: How givers overestimate the importance of relative gift value," Journal of Business Research, Elsevier, vol. 123(C), pages 502-515.
    2. Mlungisi Mokoena & Adrino Mazenda, 2023. "The role of fiscal policy on poverty reduction in South Africa," Future Business Journal, Springer, vol. 9(1), pages 1-9, December.
    3. Yongmin Luo & Shenqi Ding & Qiyuan Li & Min Gao, 2024. "Adding insult to injury: Living in a remote location increases the burden of gift expenses among the rural poor in China," Journal of International Development, John Wiley & Sons, Ltd., vol. 36(5), pages 2229-2251, July.
    4. Givi, Julian, 2020. "(Not) giving the same old song and dance: Givers’ misguided concerns about thoughtfulness and boringness keep them from repeating gifts," Journal of Business Research, Elsevier, vol. 117(C), pages 87-98.

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