The use of disliked gifts from a consumer behavior perspective
Journal
Journal of Business Research
Date Issued
2015
Author(s)
González R.
del Val Núñez M.T.
Type
Article
Abstract
To use or not to use a disliked gift is a dilemma for recipients. Their choice will affect their relationship with the giver as well as marketing and business. However, the study of this topic is scarce in the consumer behavior discipline. Through a survey on 1269 adults in Ecuador, a Latin American country, this study identifies variables from the recipient, the giver, their relationship, and the gift. These variables provide the solution to the dilemma and, according to these findings, present implications for theory and practice. © 2015 Elsevier Inc.
Subjects