Sequential versus Simultaneous: The Variety-Seeking in Gift Giving

Q4 Business, Management and Accounting

International Journal of Business and Management Science Pub Date : 2023-07-30 DOI:10.5539/ijbm.v18n5p72

Cláudio Hoffmann Sampaio, Carolina Brun Ruga

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引用次数: 0

Abstract

Gift giving is an exchange that occurs since the beginning of civilization. It has a social, economic, and communication role (Belk, 1976). It is a complex act that involves many agents and factors, like gift giver and gift receiver preferences, the relationship between them, and the context where the gift is exchanged. The critical point in gift giving is to elevate receiver preferences without losing identity and keep a focus on the relationship (Liu, Dallas, & Fitzsimons, 2019). Nowadays, gift giving represents an essential part of Brazilian economics and culture (CNDL, 2019; 2020). This paper has an objective to understand how the offer framing effect, which suggests that the way a product is offered to a decision-maker and the number of choices this person performs, may impact the decision made (Mittelman, Andrade, Chattopadhyap, & Brendl, 2014), and how the social closeness between givers and receivers affects variety-seeking in gift giving situations. Through an experimental study, this paper found that social closeness influences variety-seeking, when givers and receivers are closer (distant) the choices are less (more) varied. It is also found that the relation between social closeness and variety-seeking depends on the way the choice is done (sequential or simultaneous) since this relation only happened when the choice was not sequential. Furthermore, preference uncertainty is a possible explanation for the main relation.

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顺序与同步:送礼中的多样性追求

赠送礼物是一种自文明开始以来就存在的交换行为。它具有社会、经济和沟通的作用(Belk, 1976)。这是一个复杂的行为，涉及许多因素和因素，比如送礼者和受礼者的偏好，他们之间的关系，以及礼物交换的环境。送礼的关键点是在不失去身份的情况下提高收礼者的偏好，并保持对关系的关注(Liu, Dallas， & Fitzsimons, 2019)。如今，送礼是巴西经济和文化的重要组成部分(CNDL, 2019;2020)。本文的目标是了解要约框架效应，即向决策者提供产品的方式和这个人所做的选择的数量，如何影响决策(Mittelman, Andrade, Chattopadhyap， & Brendl, 2014)，以及送礼者和受礼者之间的社会亲密度如何影响送礼情况下的多样性寻求。通过实验研究，本文发现社会亲密度影响多样性寻求，当给予者和接受者更近(远)时，选择的多样性更少(多)。研究还发现，社会亲密度和多样性寻求之间的关系取决于选择的方式(顺序或同时)，因为这种关系只发生在选择不是顺序的情况下。此外，偏好不确定性是主要关系的可能解释。

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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来源期刊

International Journal of Business and Management Science Business, Management and Accounting-Business and International Management

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期刊介绍： The International Journal of Business and Management Science (IJBMS) (Print: ISSN 1837-6614; Online: 1985-692X) is a double-blind peer-reviewed semiannual journal. Generally the journal publishes the articles that expand knowledge on business and management issues. Business Complexity and Performance Management were the two of the top ten problems IJBMS cover pageof 20th century management. In the 21st century, overcoming such problems seem to be challenging to educators and practitioners. Do educators and practitioners agree on which management skills are required for success in the 21st century? These all issues call for substantial research to achieve a very modern sustainable business era of the global economy. IJBMS intends to focus on the business and management issues with the vision of sustainable competitiveness along with scientific evidences. The quantitative approach for analyzing a research problem is promoted by IJBMS.