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The status of gifts in the receiver's life: Reasons for the transformation of commercial products into special, common or hated objects

Abstract:

Within the framework of consumer behaviour, products received as gifts are a complex accumulation of values and meanings that continue to change over time, from their origin as primarily commercial products until their disposition. Through a survey of 1088 adults in Ecuador, a Latin American country with a high level of collectivism, this study aimed to determine the pbkp_redictors of the gift's status in the receiver's life. Results showed that the comparison of the giver's and receiver's resources and ages, the receiver's liking for the product received, being a gift from a first-time giver, the receiver's satisfaction with the experience and the impact of the gift on the giver-receiver relationship were significant pbkp_redictors of whether a commercial product received as a gift would become a special, common or hated object for the receiver. © 2014 John Wiley & Sons Ltd.