The paradox of surprise: empirical evidence about surprising gifts received and given by close relations

Abstract

Purpose This study aims to explore surprising gifts received and given by close relations to identify the variables involved in creating surprising gifts. The analysis of the viewpoints of the giver and the recipient, reflecting their profiles, leads to recommendations for retailers. Design/methodology/approach An exploratory, small-scale, open-ended questionnaire (48 respondents) produces 43 (38) accounts of surprising gifts given (received), informed further by in-depth interviews (eight informants, both givers and recipients of surprising gifts). Findings This study identifies and elaborates on the variables (why, when, what, where, who and how, and their combinations) that define surprising gift giving, from both giver and recipient perspectives. The findings indicate a paradox: even if givers or recipients prefer a surprising gift, they might give or wish for an unsurprising gift to avoid disappointment. Research limitations/implications Further research should confirm the findings using representative samples. Moreover, gender differences in surprising gift giving should be investigated further. Finally, the exact characteristics and properties that make common objects potential candidates for successful surprising gifts should be studied further. Practical implications The discussion has relevant implications for manufacturers and retailers. For example, if recipients are surprised, happy and satisfied, they likely exhibit higher brand recall. The recipient’s (happy versus not happy) emotions also have spillover effects on the giver’s. Thus, retailers should provide assistance in the store and advertise their salespeople as experts who can offer advice about selecting appropriate gifts. The exact characteristics and properties that make common objects potential candidates for successful surprising gifts should be studied further. Originality/value The systematic account of all six variables, not previously analyzed in the literature, provides rich insights into surprising gift giving. The discussion of the study of givers and recipients supplements these insights.

Spending the most on those who need it the least: gift givers buy more expensive gifts for affluent recipients

“…Our research offers several contributions to the gift giving literature (Branco-Illodo et al , 2020; Branco-Illodo and Heath, 2020; Clarke, 2008; Das et al , 2021; Ganesh-Pillai and Krishnakumar, 2019; Gunasti and Baskin, 2018; Hwang and Chu, 2019; Vanhamme et al , 2021). While the gifting literature is relatively mature, prior to the present analysis, there was little work on the impact that a recipient’s level of wealth has on giver expenditure (and as mentioned, this prior work was either only indirectly relevant, correlational in nature or in the form of economic games).…”

“…Needless to say, the custom of gift giving generates a great deal of revenue for retailers. In part because of its vast economic ramifications, gift giving has received a great deal of attention from consumer researchers in recent years (Branco-Illodo et al , 2020; Branco-Illodo and Heath, 2020; Clarke, 2008; Das et al , 2021; Ganesh-Pillai and Krishnakumar, 2019; Gunasti and Baskin, 2018; Hwang and Chu, 2019; Vanhamme et al , 2021). However, it is important to continue improving our collective understanding of gift giving, as limitations remain in what the field currently knows about this fascinating consumption behavior.…”

Gifts to whom? Towards a network view of gift receivers

“…One of the main implications of the identification of distinct gift relations is that their differences reflect the importance that givers place on gift receivers. This importance influences givers’ gift expenditures (Saad and Gill, 2003), selection strategies (Otnes et al , 1993), manifestations of reciprocity (Johnson, 1974) and motives to give (Wolfinbarger and Yale, 1993; Vanhamme et al , 2020), among others. However, previous research does not show: how givers organise receivers into a comprehensive giving network; how likely a particular giver–receiver relationship is to change over time; and the psychological underpinning of such changes. …”

Exploring the recipients' attitudes and behaviors toward gift-giving: a cross-cultural comparison between Thailand and the USA

“…It is possible that they may not want to be disappointed by conventional gifts they normally receive from distant others. Thus, they may decide to communicate their preference to avoid having to pretend that they like an inappropriate gift (Vanhamme et al, 2021). This notion can help distant givers avoid giving an unwanted gift by asking what the recipients prefer to receive.…”