The culture of gift giving: What do consumers expect from commercial and personal contexts?

Gift giving forms part of a symbolic exchange ritual that is common to all cultures and all periods of history. The goal of the present study is to explore such acts as exchange processes that seek reciprocity aimed at perpetuating relations. From the standpoint of the recipient, we posit the existence of a pattern of behaviour based on the sequence of perceived value–satisfaction–reciprocity. Findings obtained from a sample of 797 individuals indicate that how this sequence works is shaped by the occasion on which the gift is given, whether on commercial occasions—dates marked out by retailers on which everybody gives gifts—or personal occasions—dates marked by private celebrations. If we bear in mind that the ultimate goal of giving gifts is reciprocity or the intention to give in return, choosing an appropriate value may prove to be of particular interest in commercial terms for givers (buyers), recipients (users) and firms (influencers). Copyright © 2013 John Wiley & Sons, Ltd.