Article2016

Experiential Gifts Foster Stronger Social Relationships Than Material Gifts

180 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Decision-Making and Behavioral Economics

Abstract

Abstract Interpersonal relationships are essential to well-being, and gifts are often given to cultivate these relationships. To inform gift givers of what to give and to gain insight into the connecting function of gifts, this research investigates what type of gift is better at strengthening relationships according to gift recipients—material gifts (objects for recipients to keep) or experiential gifts (events for recipients to live through). Experiments examining actual gift exchanges in real-life relationships reveal that experiential gifts produce greater improvements in relationship strength than material gifts, regardless of whether the gift giver and recipient consume the gift together. The relationship improvements that recipients derive from experiential gifts stem from the intensity of emotion that is evoked when they consume the gifts, rather than when the gifts are received. Giving experiential gifts is thus identified as a highly effective form of prosocial spending.

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References

1995The need to belong: Desire for interpersonal attachments as a fundamental human motivation.1969The Handbook of Social Psychology 1992Inclusion of Other in the Self Scale and the structure of interpersonal closeness.1994The PANAS-X: Manual for the Positive and Negative Affect Schedule - Expanded Form 1993Handbook of Emotions 2010Handbook of social psychology 1998The Investment Model Scale: Measuring commitment level, satisfaction level, quality of alternatives, and investment size 1997Measuring Emotions in the Consumption Experience

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2020The impact of tourism activity type on emotion and storytelling: The moderating roles of travel companion presence and relative ability 2019Consumers’ pursuit of material and experiential purchases: A review 2019A Framework for Understanding Consumer Choices for Others 2020Re-examining the Experiential Advantage in Consumption: A Meta-Analysis and Review 2018When Consumers Prefer to Give Material Gifts Instead of Experiences: The Role of Social Distance

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