Gift receiving: Happiness or disappointment ?

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Issue Date
2019-06-25
Language
en
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There is still much unknown about gift receiving from the gift receiver’s perspective. Especially the impact and consequences of gift receiving. Therefore, the purpose of this study is to identify the cognitive, emotional, and behavioural responses of gift receivers. Furthermore, this study identifies the effects of gift receiving on the gift receiver’s attitude and the relationship with the gift giver. Considering the exploratory nature of this study, a qualitative approach was chosen. In total 16 in-depth interviews were conducted. The data analysis was a combination of both inductive and deductive coding. In total seven main concepts were established with 19 subcategories, and 82 codes were developed and categorized. Results revealed that gifts positively impact cognitive and emotional responses of gift receivers. The intensity and length of emotions depend on the type of gift, expectations and the meaning behind the gift. The behavioural responses depend on the type of relationship. Gift receivers have the need to reciprocate if the relationship is not strong and not family related. For strong relationships, gifts are seen as a confirmation of the relationship. Gift receiving has little or zero impact on changes in attitudes and relationships.
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Faculteit der Managementwetenschappen
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