Cultural differences in giving experiential (vs. material) gifts

초록

In this research, we propose that consumers' degree of independence (not consumers' degree of interdependence) predicts their preference for giving experiential (vs. material) gifts. Across four studies, we find that consumers from the U.S. (vs. India), consumers with independent (vs. interdependent) self-construal, consumers with a high (vs. low) level of independence, and Whites (vs. Asians) prefer giving experiential (vs. material) gifts. Furthermore, we demonstrate that promotion focus underlies this effect, ruling out alternative explanations (i.e., reliance on feelings and the need for unique products). This research makes theoretical contributions and provides actionable managerial implications for marketers by identifying who would prefer giving experiential (vs. material) gifts.

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