Is It Riskier to Receive Than to Give?: the Effect of Social Closeness on Gift Recipients’ Responses to Identity-Inconsistent Gifts

Morgan Ward, Southern Methodist University, USA
Susan Broniarczyk, University of Texas at Austin, USA
Gift exchange is an important social interaction that shapes one’s identity and supports social ties. Receiving a gift that is identity-inconsistent causes the recipient to feel dissonance and respond by 1) expanding his/her existing identity to accommodate the gift or 2) withdrawing from the relationship to avoid receiving non-verifying feedback.
[ to cite ]:
Morgan Ward and Susan Broniarczyk (2011) ,"Is It Riskier to Receive Than to Give?: the Effect of Social Closeness on Gift Recipients’ Responses to Identity-Inconsistent Gifts", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 219.