Sentimental Value and Gift Giving: Givers' Fears of Getting It Wrong Prevents Them from Getting It Right

Sentimental Value and Gift Giving: Givers' Fears of Getting It Wrong Prevents Them from Getting It Right. Julian Givi and Jeff Galak. Journal of Consumer Psychology, https://www.journals.elsevier.com/journal-of-consumer-psychology/forthcoming-articles/sentimental-value-and-gift-giving-givers

Abstract: Sentimental value is the value derived from an emotionally-laden item's associations with significant others, or special events or times in one's life. The present research demonstrates that when faced with the choice between sentimentally valuable gifts and gifts with superficial attributes that match the preferences of the recipient, givers give the latter much more often than recipients would prefer to receive such gifts. This asymmetry appears to be driven by givers feeling relatively certain that preference-matching gifts will be well-liked by recipients, but relatively uncertain that the same is true for sentimentally valuable gifts. Three studies demonstrate this gift-giving mismatch and validate the proposed mechanism across a variety of gift-giving occasions and giver-receiver relationship types. The contribution of these findings to the gift-giving literature, as well as directions for future research, are discussed.