...Guanling Huang; Han Zhang Purpose This paper aims to investigate how the context of gift-giving, as opposed to self-purchasing, influences consumers’ variety-seeking behavior. Design/methodology/approach This paper conducted six scenario-based experiments to test our hypotheses. Studies 1a–1c...

... effects of relationship closeness on recipients’ emotional and behavioral reactions. The findings contribute to the existing knowledge on cross-cultural gift giving. Moreover, this research also provides practical implications to marketers for promoting gift exchange and gift disposition across cultures...

...-contrary” gift-selection depend on the closeness of the dyadic relation. This understanding can be used in advertising and promoting products that are used as gifts between close relations. Originality/value Previous studies postulated and demonstrated that relational closeness affects gift-giving...

...‐enhancement) are reflected in their gift‐giving behavior. Design/methodology/approach A convenience sample of 141 adolescences was used in a quantitative study. Self‐report questionnaires were distributed to adolescents of different ages (13‐16), with students from diverse social strata. Students were...