Abstract
The consumption of gifts is relevant and many commerce sales are carried out during traditional times of gift-giving, such as Christmas. The objective of this paper is to propose and validate a model that measures the influence of personal values in the act of gift giving, also considering the role of gender in these relationships. A survey was carried out on 1,085 consumers. Through structural equation modeling with partial least squares (SEM-PLS), it was verified that the gift giving act is influenced by five personal values: self-direction, hedonism, tradition, achievement, and power. The results show that personal values can be used to predict the behavior of gifting. This study integrates Gift-Giving Theory and Personal Values Theory to better understand consumer attitudes and behaviors.
Highlights
In the 1970s, the first studies on this topic began to take shape. Belk (1976) presented and tested a gift selection model based on cognitive consistency theories
This paper aims to fill a gap in the literature on Giftgiving Theory by incorporating Personal Values Theory in understanding the attitudes and behaviors of consumers in the act of gift-giving
The objective of this study was to propose and validate a model that allows an analysis of whether personal values influence the attitudes and behaviors observed during the act of gift giving, while considering the role of gender in these relations
Summary
In the 1970s, the first studies on this topic began to take shape. Belk (1976) presented and tested a gift selection model based on cognitive consistency theories. In the 1970s, the first studies on this topic began to take shape. Belk (1976) presented and tested a gift selection model based on cognitive consistency theories. Among the various functions of gift-giving, those of communication, social exchange, economic exchange and socialization stand out. The main function of the gift is to enable symbolic communication between the gift giver and the gift recipient (Belk, 1976). The act of buying is part of a more complex process, ranging from selecting the gift to building the relationship (Davies, Whelan, Foley & Walsh, 2010). Gift-giving is initiated by an event (or occasion), involving a considerable investment in terms of financial resources, time and effort, with some type of expectation regarding consequent results in the relationship
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