Why gift givers underestimate how uncomfortable recipients feel receiving a gift without reciprocating

When a gift exchange isn’t an exchange: Why gift givers underestimate how uncomfortable recipients feel receiving a gift without reciprocating. Julian Givi. Journal of Business Research, Volume 129, May 2021, Pages 393-405. https://doi.org/10.1016/j.jbusres.2021.03.013

Rolf Degen's take: Gift-givers underestimate how uncomfortable their offering will make recipients feel if those are unable to reciprocate

Abstract: When a gift is given from a giver to a recipient, there is often an expectation that the recipient will reciprocate, for example, during the winter holidays. However, recipients do not always have gifts to return to their givers for such “reciprocatory occasions.” They might be unaware beforehand, for instance, that the giver will be giving them one. This research examines whether givers accurately assess how uncomfortable recipients feel when they fail to reciprocate a giver’s gift for a reciprocatory occasion. Several studies demonstrate that givers severely underestimate how uncomfortable recipients feel in such situations. This occurs in part because givers feel less strongly than recipients that the actions of the two parties imply an imbalance in appreciation. Moreover, in part because of this forecasting error, givers give gifts more often than recipients prefer when it is known before a reciprocatory occasion that a recipient would be unable to reciprocate.

Keywords: Gift givingConsumer behaviorProsocial behaviorSelf-other decision-makingReciprocationEmotions