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Moments of truth in gift exchanges: A critical incident analysis of communication indicators used to detect gift failure
Author(s) -
Roster Catherine A.
Publication year - 2006
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20138
Subject(s) - harm , psychology , gift giving , social psychology , consumption (sociology) , quality (philosophy) , law , conflict of interest , sociology , political science , social science , philosophy , epistemology
This research examines how gift recipients communicate gift failure to givers, whether through paralinguistic indicators, direct verbal comments, and consumption (or not) of the gift. Critical incident reports identified specific communication indicators that signaled displeasure with the gift and measured the impact of these indicators on important exchange outcomes. Overall, failed gifts have a greater impact on future exchanges than on relationship quality. However, failure to appreciate the gift can have a significant negative effect on relationships. Gift failures between friends, co‐workers, and in‐laws are more susceptible to relationship harm than those involving close kin, like parents, spouses, and children. © 2006 Wiley Periodicals, Inc.