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Giver-receiver asymmetries in gift preferences
Karl Halvor Teigen1, Marina V G Olsen, Odd Egil Solås
1Department of Psychology, University of Oslo, N-0317 Oslo, Norway. K.H.Teigen@psykologi.uio.no
The British Journal of Social Psychology
|May 20, 2005
Summary
Gift givers and receivers show different preferences, with givers favoring exclusive items and receivers preferring useful ones. These giver-receiver asymmetries stem from situational factors, not self-perception differences.
Area of Science:
- Consumer Psychology
- Behavioral Economics
- Social Psychology
Background:
- Giver and receiver preferences for gift items often diverge, creating asymmetries in gift exchange.
- Understanding these differences is crucial for optimizing gift-giving strategies and consumer behavior.
Purpose of the Study:
- To investigate the underlying causes of giver-receiver preference asymmetries in gift selection.
- To explore the roles of gift conventions, self-perception, and situational factors in these differences.
Main Methods:
- Four experimental studies were conducted to examine giver and receiver preferences.
- Experiments involved comparing preferences for exclusive vs. useful items, vouchers vs. cash, and the impact of evaluation methods (separate vs. joint).
Main Results:
- Givers preferred exclusive, smaller gifts and gift vouchers, while receivers favored useful, less luxurious items and cash.
- Preference differences were attributed to situational factors and conformity to gift-giving conventions, not self-other perception differences.
- Receivers shifted preferences towards exclusive items when evaluating gifts separately rather than jointly.
Conclusions:
- Giver-receiver asymmetries in gift preferences are influenced by situational contexts and adherence to cultural gift-exchange norms.
- The findings highlight the importance of considering the perspective (giver vs. receiver) and evaluation context when selecting or presenting gifts.