• 유통과학연구
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• 제18권1호
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• pp.95-105
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• 2020

Purpose: Will more expensive gifts be more pleasurable and appreciated? This is a general expectation of gift-givers. According to the previous study on Americans (Flynn and Adams 2009), recipients tend to appreciate gifts regardless of their price. It indicates that there is an interaction effect between position (giving / receiving) and gift price. This study expands the previous study and aims to answer the following two questions: "Are such an interaction effect observed in Korean, too?" and "What types of people prefer expensive gifts?" Research design, data, and methodology: Study 1 of the current research repeated the Study 3 of Flynn and Adams (2009), with an iPod (high-priced gift condition) and a music CD (low-priced gift condition). That is, a 2 (gift price: high / low) x 2 (position: giver / receiver) between-group design was used. Study 2 used gift certificates of 100,000 won (high-priced gift condition) and 5,000-won gift (low-priced gift condition). Unlike the previous study that measured only one dependent variable (gratitude), this study added five more dependent variables in an attempt to exclude alternative explanations, such as endowment effects or emotional conflicts. This study also measured individualism / collectivism, face sensitivity, and materialism to explore the types of people who prefer expensive gifts. Results: The interaction effect between gift price and position on the level of appreciation was not significant. Meanwhile the main effect of gift price and of position were significant. The gift-recipient was more appreciative than the gift-givers' expectation regardless of the price of gifts. To investigate individual differences, individualism/collectivism, face sensitivity, and materialism were examined, but none of these variables were significantly related to the preference for expensive gifts. Respondents who received gift certificates in Study 2 were less grateful than those who received iPods or music CDs in Study 1. Conclusions: This study found that Koreans tend to be more grateful if they receive expensive gifts, in contrast to the Flynn and Adams (2009)'s study with Americans. In addition, gift-recipients appreciated more than givers' expectation and were more grateful when they received tangible products rather than gift certificates.

• Asia Marketing Journal
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• 제25권3호
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• pp.160-172
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• 2023

This study examines factors influencing gift sharing on social media. An online survey gathered data from American adults. It investigates how motivations for social media content posting, gift attributes, giver characteristics, and recipient reactions affect gift-sharing behavior. Findings show self-expression motives in content posting drive sharing, while social interaction motives do not. Gifts perceived as experiential and expensive are more likely to be shared. Recipient-centric gifts positively influence gift sharing, while giver-centric gifts hinder sharing. Attitude towards the gift predicts sharing, while appreciation does not. The study enhances understanding of gift sharing on social media and offers marketing insights for leveraging this behavior.

• 복식
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• 제27권
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• pp.133-146
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• 1996

Gift-giving is a universal behavior that still awaits satisfactory interpretation by social scientists. Gift are generally given to others in order to symbolize and celebrate important life events and family relationships. I also paper that by means of the selection and tranceference of gifts on these occasions im-portant symbolic messages are ocnveyed be-tween the giver and the recipient. Especially it suggested that gift-giving in the family can be interpreted as a means for socialization of its members Although clothing has been reported to be a frequently-given gift in sev-eral countries little is known about clothing gifts. This paper presents a paradigm for the clothing gift-giving process. Components of the clothing gift-giving process. Components of the clothing gift-giving are givers gifts recipients and situations involved. The para-digm consists of four stages : prepurchase purchase presentation and postpresentation. Theoretical and methodological issues in cloth-ing gift-giving research will be suggested and should be tested empirically.

• 감성과학
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• 제20권3호
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• pp.131-140
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• 2017

선물 증여행위란 증여자와 수령자의 특수한 행동양태로, 선물 증여상황에서 발생되는 양자 간의 정서와 만족도는 매우 중요한 요소이다. 이와 같은 선물 증여행위는 최근 모바일의 보급과 성장에 따라 모바일 환경에서도 빈번히 이루어지고 있다. 이에 따라 국내에서는 기프티콘 (Gifticon)으로 불리 우는 모바일 선물에 대한 연구들이 이루어지고 있지만 증여자 측면의 이용행태와 동기에만 집중하였다는 한계점이 존재한다. 이에 본 연구는 더 나아가 (1) 기프티콘 증여상황에서의 역할에 따른 정서차이를 알아보고자 하였으며, (2) 역할과 상호간 친밀도가 선물 만족도에 미치는 영향에 대해 알아보고자 하였다. 그 결과 수령자의 경우에는 증여자보다 흥분, 짜릿함과 같은 긍정적인 정서를 더욱 높게 느끼고, 친밀도에 상관없이 높은 선물 만족도를 느꼈으나 증여자의 경우, 친밀도에 따라서 선물 만족도가 달라지는 것을 발견할 수 있었다. 본 연구는 점점 성장하고 있는 모바일 시장에서 이루어지는 새로운 선물 증여행위에 대한 심리적 고찰과 동시에 역할 및 친밀도에 따른 소비자의 만족도를 알아봄으로써 새로운 선물 시장에 실무적 함의를 제시할 수 있으리라 기대한다.

• 비교문화연구
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• 제30권
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• pp.31-51
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• 2013

In this paper, I approach corporate social responsibility as a discourse metadiscursively shaping the social relationship between corporations and society. Using a discourse-centered approach to culture, I examine how early discussions (involving legal disputes) on the rights of corporations to give evolved into a public sphere discussion as to how corporations can be viewed and redefined as social actors with capabilities to perform socially meaning actions, which here is "responsibility." I discuss how corporate social responsibility currently operates as a metadiscourse of corporate personhood, ethics, and corporate citizenship. Then, using insights from Mauss, I analyze how corporate social responsibility might be comparable to a Maussian gift exchange. Corporate social responsibility actions that are performed, indeed, are gift exchanges in that they involve the ideology of the free gift and the implicit expectation of a return to the giver. In the meantime, I argue, that in the case of corporate social responsibility, it is not the act of giving gifts (e.g., grants) that can lead to social alliances but rather the talk of gift giving, a departure from the ceremonial gift exchanges observed by Mauss. That is, here, the talk of giving shapes social alliances, thus displacing this function from the act of giving itself. The PR strategies deploy talk of the gift as a metapragmatic strategy, inviting various forms of role alignment on the part of diverse, potential and actual, participants, in a framework of corporate-sponsored gift exchange in which potential recipients compete, again at the level of metapragmatic description, to become the chosen gift recipient.