Evaluation of the Asymmetry of Preferences in Gifts: Characteristics, Psychological Mechanisms and Boundary Conditions

Abstract

Gifts are the bond of interpersonal communication, but because of the role of the recipients, the asymmetry of gift evaluation is caused. This assessment of asymmetry is manifested by the huge difference between the gift chosen by the gift giver and the gift that the recipient expects, whether the gift giver knows, understands or is intimate with the recipient. Researchers believe that the factors that lead to this phenomenon are the self-centeredness of the gift giver, the over-predicted preference of the recipient, the interaction cautiousness of the two sides, the difference in the dimensions of the evaluation gifts, and so on. Some studies have also found that the process is also affected by the nature of the gift itself, environmental factors, and boundary factors such as relationship and experience. Finally, the article gives the enlightenment of commodity marketing to the two different roles of gift givers and recipients, and points out the future research direction.

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