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The moderating role of gift recipients' attachment orientations on givers' gift‐giving perceptions
Author(s) -
Nguyen Hieu P.,
Munch James M.
Publication year - 2014
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1486
Subject(s) - psychology , perception , social psychology , gift giving , attachment theory , romance , developmental psychology , business , psychoanalysis , finance , conflict of interest , neuroscience
Romantic gift‐giving perceptions in dyadic relationships are examined in this research as informed by attachment theory. In two studies, we investigate the moderating role of the recipient's attachment orientation on the giver's gift‐giving perceptions and the mechanism through which the interaction between the giver's and recipient's attachment orientations influence gift‐giving perceptions. We show that the recipient's attachment orientation could accentuate or attenuate the impact of the giver's attachment orientation on gift‐giving perceptions and that this effect is carried through the giver's satisfaction with the relationship. We provide implications for future research and practitioners. Copyright © 2014 John Wiley & Sons, Ltd.