Reason versus feeling: relational norms influence gift choices
| Autor: | Lingzhi Yu, Tingting Zhao, Xiucheng Fan |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
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05 social sciences Perspective (graphical) 050109 social psychology Bootstrapping (linguistics) Cognition Context (language use) General Medicine Creating shared value Feeling 0502 economics and business 050211 marketing 0501 psychology and cognitive sciences Attribution Psychology Social psychology Reciprocal media_common |
| Zdroj: | Asia Pacific Journal of Marketing and Logistics. 33:1723-1742 |
| ISSN: | 1355-5855 |
| DOI: | 10.1108/apjml-02-2020-0122 |
| Popis: | PurposeRelational norms, referring to shared values about behavioral rules, distinguish communal and exchange relationships based on different reciprocal expectations between actors. This research explains how reciprocal expectations behind the two relationships trigger gift givers' disparate behavioral goals and further determine their gift choices.Design/methodology/approachThe current work uses three lab experiments (N = 482) and one consumer survey (N = 422) to collect Chinese gifting data. Multiple data-analysis methods – crosstab analysis, ANOVA, linear regression and bootstrapping procedures – confirm the hypotheses.FindingsGift givers distinguish communal and exchange recipients. When selecting gifts for communal (exchange) recipients, people depended more strongly on rational analyses (intuition), preferring products superior on cognitive (affective) attributions. Further, givers primed to be rational decision-makers by anticipating that recipients would evaluate the gifts immediately in their presence, regardless of the communal or exchange context, preferred cognitively superior products.Practical implicationsFrom a managerial perspective, marketers can make targeted recommendations by highlighting the appropriate attribute dimension (cognitive or affective) after learning givers' reciprocal expectations.Originality/valueThis work contributes to the gift-giving literature by revealing the direct link between gifting goals and gift choices, extending the understanding of consumers' gift-selection strategies. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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