When a Gift Exchange Isn’T an Exchange: Why Gift-Givers Underestimate How Uncomfortable Recipients Feel Receiving a Gift Without Reciprocating

Recipients do not always have gifts for givers when givers give gifts to them. This research demonstrates that givers underestimate how uncomfortable recipients feel in such situations because givers feel less strongly that the actions of the two parties imply an imbalance in appreciation. Consequently, givers make suboptimal gifting decisions.Recipients do not always have gifts for givers when givers give gifts to them. This research demonstrates that givers underestimate how uncomfortable recipients feel in such situations because givers feel less strongly that the actions of the two parties imply an imbalance in appreciation. Consequently, givers make suboptimal gifting decisions.Recipients do not always have gifts for givers when givers give gifts to them. This research demonstrates that givers underestimate how uncomfortable recipients feel in such situations because givers feel less strongly that the actions of the two parties imply an imbalance in appreciation. Consequently, givers make suboptimal gifting decisions.Recipients do not always have gifts for givers when givers give gifts to them. This research demonstrates that givers underestimate how uncomfortable recipients feel in such situations because givers feel less strongly that the actions of the two parties imply an imbalance in appreciation. Consequently, givers make suboptimal gifting decisions.

Citation:

Julian Givi (2021) ,"When a Gift Exchange Isn’T an Exchange: Why Gift-Givers Underestimate How Uncomfortable Recipients Feel Receiving a Gift Without Reciprocating", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 157-157.