Behavior of Gift Receiving Consumers During the Decision Making Process

Abstract

The behavior of gift receiving consumers has been little studied. In the present study, in-depth interviews were conducted with 24 young university students, sourcing 153 of gifting events in which the participants were recipients. Four forms of action arose from the receiver during the gift buying process: work with the giver, manipulate the giver, unintentionally influence and not influence in any way. These aforementioned action patterns lead to varying degrees of involvement, were generally of low aggression, and linked with the lower power of the receiver when compared to the giver and with cultural factors.