Exploring gift gaps: A meta-analysis of giver–recipient asymmetries

Psychology and Marketing Pub Date : 2024-02-20 DOI:10.1002/mar.21981

Ryan E. Freling, Melanie Moore Koskie, Traci H. Freling, Julie G. Moulard, Jody L. Crosno

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Abstract

Gift giving has long intrigued and perplexed consumers and scholars alike. Of particular interest is when and why givers bestow gifts that miss the mark with recipients. The current meta-analysis quantitatively investigates giver–recipient mismatches by empirically examining 153 unique effects from 114 studies across 29 papers. Results suggest that characteristics of the gifts, characteristics of the occasion, and characteristics of the giver/receiver in the gift exchange presented in the original studies affect the degree to which giver–recipient asymmetries are more/less pronounced. This research confirms a persistent disconnect between evaluations gift givers and recipients make about the exchanges in which they participate. This “Gift Gap” is exacerbated when the gift exchanged is sentimental in value, consumed privately, and when the exchange occurs between friends. These results provide some support for various theoretical perspectives hypothesized to explain these asymmetric evaluations. Finally, this research reveals the dearth of research focused on familial gift exchange, cultural differences in gift exchange, and gift exchange for unpleasant occasions or occasions unrelated to birthdays and holidays.

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探索礼物差距：关于赠与者与受赠者不对称的荟萃分析

长期以来，礼品赠送一直令消费者和学者感到好奇和困惑。尤其令人感兴趣的是，送礼者赠送的礼物何时以及为何会与收礼者失之交臂。目前的荟萃分析通过对 29 篇论文中 114 项研究的 153 种独特效果进行实证分析，对送礼者与收礼者的不匹配现象进行了定量研究。结果表明，原始研究中呈现的礼物特点、场合特点以及礼物交换中送礼者/受礼者的特点会影响送礼者与受礼者不对称的明显/不明显程度。这项研究证实，礼物赠送者和接受者对他们参与的交换所做的评价之间始终存在脱节。当交换的礼物具有情感价值、私人消费以及交换发生在朋友之间时，这种 "礼物差距 "就会加剧。这些结果为解释这些不对称评价的各种理论假设提供了一些支持。最后，这项研究揭示了有关家庭礼品交换、礼品交换中的文化差异、不愉快场合或与生日和节日无关的场合的礼品交换的研究还很缺乏。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Psychology and Marketing

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