Cultural differences in gift recipients’ attitude and behavior toward disliked gifts

• Published in: The Journal of consumer marketing Vol. 38; no. 5; pp. 576 - 586
• Main Authors: Pusaksrikit, Theeranuch, Chinchanachokchai, Sydney
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Publishing Limited 02.09.2021; Emerald Group Publishing Limited
• Subjects: Behavior; Between-subjects design; Cultural differences; Emotions; Gifts; Literature reviews; Self-construal; Gift-giving; Recipient; Culture; Relationship closeness

Purpose The purpose of this paper is to examine the effects of cultural differences and the types of relationship closeness involved in recipients’ emotional and behavioral reactions after receiving disliked gifts. Design/methodology/approach Collecting data from Thailand and the USA, two experiment...