Gifts to say goodbye: consumer preferences for farewell gifts

Abstract

This research examines consumers’ gift preferences in the context of farewell gifting. Six primary studies and two studies reported in the Web Appendix demonstrate that consumers tend to choose a gift linked to their own identities when it is to be sent as a farewell gift (vs. a non-farewell gift). This effect is driven by consumers’ heightened reminding motive (i.e., the motive to remind the recipient of the giver). The effect of the gifting context on givers’ preferences for giver-identity-linked gifts is attenuated when they select gifts for socially distant recipients or when they perceive a low threat to their relationship with the recipient. Furthermore, the recipient can detect the giver’s reminding motive via giver-identity-linked gifts, and they appreciate giver-identity-linked farewell gifts more than giver-identity-unlinked farewell gifts. This research contributes to the literature on gifting and identity, and offers suggestions for gift promotions.