Dr.

Ambedkar Institute of Technology

Department of MBA, Semester II, 2021-2023,
Consumer Behaviour [20MBA211],
Group Seminar
Assigned by Dr. Susheeladevi B Devaru

ABHISHEK C A
ANOOP A
ANUSHA S
APOORVA
INTRODUCTION
Gifts are particularly interesting part of consumer behaviour.
Gifting is an act of symbolic communication with explicit and
implicit meanings ranging from congratulations, love and regret to
obligation and dominance.
The nature of relationship between gifts giver and gift receiver is
an important consideration in choosing a gift.
The model of the relationship between various combination of gifts
givers and gift receivers in the consumer gifting process reveals the
following five gifting subdivisions:
(1)Intergroup gifting,
(2)Inter category gifting,
(3)Intra group gifting,
(4)Interpersonal gifting, and
(5) Intra personal gifting.
Emotions Of Gift Giving
• The process of gift giving allows for communication to occur between the
giver and receiver. This communication establishes the nature and depth of a
relationship .
• Since the gifting function is an important communication, givers usually
choose their messages cautiously.
• Gift giving is often a highly emotional action due to the perceived importance
the exchange has on the status of the relationship.

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• Uncertainty in the gift exchange is often the reason for anxiety.
• The obligatory nature of the exchange and notions of reciprocity can also
trigger anxiety.
• Anxiety is not the only emotion related to gift giving. Other emotions could
include surprise, happiness, disappointment, excitement, or rage.
• The cause of these emotions are of interest to consumer behaviourists to better
understand the needs of the consumer within the gift selection and
presentation environment.
NEGOTIATIONS IN GIFT GIVING
In addition to emotions, specific behaviours occur during gift giving. Negotiation and bargaining are
example behaviours that are prevalent in gifting situations. Some researchers may argue that all gift giving
is a negotiation due to a cost being assigned to the gift for the giver and a benefit of the gift to the receiver.
That is high cost has been correlated with increased trustworthiness. Increased trustworthiness, in turn,
resulted in more positive negotiation behaviour through bargaining through concessions and punitive
strategy (Large 1999). Reciprocity is another element of gift negotiation. That is how much one gets back
for the worth he/she gives when his/her turn comes for gifting or receiving. This allows for parameters to
be established in the gift giving exchange which is explained through social exchange theory. Ivan Nye
(1979) describes the negotiation as the human desire to avoid “costly behaviour and seek rewarding
status, relationships, interaction, and feelings so that their profits are maximized.” This theory may
seem to minimize any altruistic tones of gift exchange (Komter and Vollebergh 1997).
Dimensions of Gift Giving

 Economic value - The economic value of a gift is a prominent dimension,

but when gift giving becomes merely an economic exchange, reciprocity is
expected immediately or at a later time.

 Social value - Social networks is managed by gift giving frameworks. In

the context of these social relationships, gift giving is used to cultivate,
enhance, maintain, or discontinue social connections.
 Expressive value - Expressive value, also called as personal value
adds to the understanding of gift giving intent. It reflects a giver’s self-
identity through the gift.

 Functional value - Functional reasons are always attached for a gift to

be given which is referred to as ‘perceived utility’.
 CULTURAL DIFFERENCES IN GIFT GIVING
 In China, gift giving has strict rules. There are some rules for gift giving in China. Chinese
people do not usually accept a gift for a new friend, so they will politely refuse two or three
times before accepting, it means modesty and humility.
 It should be noticed that accepting something in haste makes a person look aggressive
and greedy, as does opening it in front of the giver.
 In addition, when a gift is given, it should be offered with two hands. Any gift offered
with two hands should always be received with two hands.
 Moreover, If possible, have your gifts wrapped in red paper, which is considered a lucky
colour. Pink, gold and silver are also acceptable colours for gift wrap. Gifts wrapped in
yellow paper with black writing are given only to the dead.
 STAGES OF GIFT GIVING
 GESTATION - The first stage in the gift giving cycle is gestation. All behaviour
preceding the presentation and exchange of the gift occurs in the gestation stage.

 PRESTATION - It is the middle stage of the gift giving cycle. During this stage,
the recipient and giver have often established a specific time, place, and date for
the gift exchange to occur.

 REFORMULATION - The final stage in the gift giving cycle is reformulation.

Reformulation refers to the time after the presentation of the gift when the gift is
consumed, redistributed, stored, exchanged, or disposed.
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