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Your gift choice for your boss versus your subordinate would not be the same: The interplay of power and giver-receiver role on consumers' gift preferences

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  • Choi, Woo Jin
  • Park, JaeHong
  • Yoon, Ho-Jung

Abstract

Past research on gift-giving behaviors has presumed equal and horizontal relationships between givers and receivers; however, in the real world, giver-receiver relationships often vary in their level of power, such as parent-child and boss-employee relationships. However, little is known regarding how the difference in power in the giver-receiver relationship influences people's gift choices. Building on construal level theory, the present research proposes and confirms that differences in interpersonal power between givers and receivers can affect the desirability versus feasibility of gifts, which in turn influences individuals' gift preferences. By highlighting the role of power in the gift-giving/receiving situations, these findings contribute to research on gift-giving, while also providing practical implications.

Suggested Citation

  • Choi, Woo Jin & Park, JaeHong & Yoon, Ho-Jung, 2018. "Your gift choice for your boss versus your subordinate would not be the same: The interplay of power and giver-receiver role on consumers' gift preferences," Journal of Business Research, Elsevier, vol. 91(C), pages 1-7.
    • Handle: RePEc:eee:jbrese:v:91:y:2018:i:c:p:1-7
    DOI: 10.1016/j.jbusres.2018.05.033
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    References listed on IDEAS

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    Cited by:

    1. Branco-Illodo, Ines & Heath, Teresa, 2020. "The ‘perfect gift’ and the ‘best gift ever’: An integrative framework for truly special gifts," Journal of Business Research, Elsevier, vol. 120(C), pages 418-424.
    2. 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.
    3. Abe, Makoto & Kaneko, Mitsuru, 2022. "Preference reversal: Analysis using construal level theory that incorporates discounting," Journal of choice modelling, Elsevier, vol. 45(C).
    4. Givi, Julian, 2021. "When a gift exchange isn’t an exchange: Why gift givers underestimate how uncomfortable recipients feel receiving a gift without reciprocating," Journal of Business Research, Elsevier, vol. 129(C), pages 393-405.
    5. 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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