Personal values and gift giving act: a proposed connection

Abstract

<jats:p>The consumption of gifts is relevant and many commerce sales are carried out during traditional times of gift-giving, such as Christmas. The objective of this paper is to propose and validate a model that measures the influence of personal values in the act of gift giving, also considering the role of gender in these relationships. A survey was carried out on 1,085 consumers. Through structural equation modeling with partial least squares (SEM-PLS), it was verified that the gift giving act is influenced by five personal values: self-direction, hedonism, tradition, achievement, and power. The results show that personal values can be used to predict the behavior of gifting. This study integrates Gift-Giving Theory and Personal Values Theory to better understand consumer attitudes and behaviors.</jats:p>

Impact of motivations to buy and offer gifts in consumerism at Christmas

“…Men who work in social organizations give more gifts at Christmas, while women not connected to social organizations are less generous in the value of gifts and give fewer people (Fischer and Arnold, 1990). Passos et al (2020) observed in their quantitative study that, in addition to gender as a moderating variable, the study also considered the relationship between attitudes and behavior in the act of donating gifts. They note that, on Christmas gifts, there was a positive connection between attitudes and behaviors, because, in their opinion, obligation and pleasure had a positive effect.…”

“…So, who gives with pleasure and makes a greater effort and gives more often. Passos et al (2020) conclude that there are five values that have a direct relationship with the act of giving gifts: tradition, achievement, power, self-determination, and hedonism. According to these authors, self-determination and hedonism are the values that most influence behavior because they are the only ones to have positive effects on pleasure.…”

“…To analyze the motivation to offer gifts, five items were used (Table no. 1) based on Caplow (1984); Lemmergaard and Muhr (2011); Bueno (2014); Batinga et al (2017); Corzo (2018); Ferreira (2019); Passos et al (2020). These items were measured using a 5-point Likert scale (1-Not important to 5 -Very important).…”