Details

Autor(en) / Beteiligte

• Jorge Aníbal Cruz Cárdenas
• Reyes González
• José Gascó

Titel

Consumer Behavior in the Disposition of Disliked Gifts

Ist Teil von

• Revista brasileira de marketing, 2016-09, Vol.15 (3), p.314-328

Ort / Verlag

Universidade Nove de Julho

Erscheinungsjahr

2016

Link zum Volltext

Quelle

EBSCOhost Business Source Ultimate

Beschreibungen/Notizen

• <span style="font-size: 10.0pt; mso-bidi-font-size: 12.0pt; font-family: "Times New Roman",serif; mso-ansi-language: EN-US;" lang="EN-US">Giving and receiving gifts have been investigated in many fields of study, including consumer behavior. This study analyzes the behavior of a sample of 958 adults from Ecuador (a Latin American country), focusing on the disposition of gifts that recipients do not like. At the descriptive level, the most common disposition method of these gifts is storage. At the multivariate level, age, gender, income, and collectivism of receiver; the gift impact on the giver-receiver relationship; the time elapsed since the receiving of the gift; the estimated price of the gift and whether the gift was used or not predict the disposition method of the disliked gift. <span style="font-size: 10.0pt; mso-bidi-font-size: 12.0pt; font-family: "Times New Roman",serif; mso-ansi-language: EN-US;" lang="EN-US">These results and their implications are discussed.