Self-Gifting Vs. Gifting to Others: an Examination of Psychological Orientation Differences in the Domain of Gift Giving

 

Self-Gifting vs. Gifting to Others:

An examination of psychological orientation differences in the domain of gift giving

 

Suri Weisfeld-Spolter, Baruch College

Stephen Gould, Baruch College

Maneesh Thakkar, Baruch College

 

 

Abstract

 

This paper investigates how gender orientation changes depending on the gift-giving scenario. We demonstrate that psychological gender orientation is triggered differently based on the gifting scenario (self-gift vs. interpersonal gift) and show that these orientation differences also exist between the two main contexts of self-gifts i.e. reward and therapy.  Our predictions are strongly supported by a pretest and a main study.  We show that overall, interpersonal gift giving evokes a stronger feminine orientation as compared to self-gifting, and within self gifting, the reward context generates a stronger masculine orientation as compared to the therapeutic self-gift context which is more feminine.



Citation:

Suri Weisfeld-Spolter, Stephen Gould, and Maneesh Thakkar (2006) ,"Self-Gifting Vs. Gifting to Others: an Examination of Psychological Orientation Differences in the Domain of Gift Giving", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 339-341.

Authors

Suri Weisfeld-Spolter, Baruch
Stephen Gould
Maneesh Thakkar



Volume

NA - Advances in Consumer Research Volume 33 | 2006



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