Abstract
The preference of a gift depends on two positions: the giver and the receiver. In this study, the research was conducted from the perspective of the giver. We examined whether the social distance between the giver and the recipient gives preference to the gift according to the gift type. We examined whether there is a difference in the preference of gifts depending on the gift type. This study verified the difference in preference between social distance (close vs. distant) and control focus (improved focus vs. defensive focus), which affects the preference of gifts in situations where a symbolic product and a functional product conflict. As a result of the study, it was found that there was a difference in preference for gifts according to the social distance and control focus. In other words, symbolic gifts were preferred in the near and functional gifts preferred in the far. Besides, it was found that people with improved focus preferred symbolic gifts and those with defensive focus preferred functional gifts. The results of this study revealed that social distance and control focus differed in gift preference and provided academic and practical implications.
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