Your gift choice for your boss versus your subordinate would not be the same: The interplay of power and giver-receiver role on consumers' gift preferences

Abstract

Past research on gift-giving behaviors has presumed equal and horizontal relationships between givers and receivers; however, in the real world, giver-receiver relationships often vary in their level of power, such as parent-child and boss-employee relationships. However, little is known regarding how the difference in power in the giver-receiver relationship influences people's gift choices. Building on construal level theory, the present research proposes and confirms that differences in interpersonal power between givers and receivers can affect the desirability versus feasibility of gifts, which in turn influences individuals' gift preferences. By highlighting the role of power in the gift-giving/receiving situations, these findings contribute to research on gift-giving, while also providing practical implications.