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European Journal of Marketing Article 5, v4.pdf (373.63 kB)

The paradox of surprise: empirical evidence about surprising gifts received and given by close relations

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Version 2 2023-06-12, 09:32
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journal contribution
posted on 2023-06-12, 09:32 authored by Joëlle Vanhamme, Adam Lindgreen, Michael BeverlandMichael Beverland
Purpose This study aims to explore surprising gifts received and given by close relations to identify the variables involved in creating surprising gifts. The analysis of the viewpoints of the giver and the recipient, reflecting their profiles, leads to recommendations for retailers. Design/methodology/approach An exploratory, small-scale, open-ended questionnaire (48 respondents) produces 43 (38) accounts of surprising gifts given (received), informed further by in-depth interviews (eight informants, both givers and recipients of surprising gifts). Findings This study identifies and elaborates on the variables (why, when, what, where, who and how, and their combinations) that define surprising gift giving, from both giver and recipient perspectives. The findings indicate a paradox: even if givers or recipients prefer a surprising gift, they might give or wish for an unsurprising gift to avoid disappointment. Research limitations/implications Further research should confirm the findings using representative samples. Moreover, gender differences in surprising gift giving should be investigated further. Finally, the exact characteristics and properties that make common objects potential candidates for successful surprising gifts should be studied further. Practical implications The discussion has relevant implications for manufacturers and retailers. For example, if recipients are surprised, happy and satisfied, they likely exhibit higher brand recall. The recipient’s (happy versus not happy) emotions also have spillover effects on the giver’s. Thus, retailers should provide assistance in the store and advertise their salespeople as experts who can offer advice about selecting appropriate gifts. The exact characteristics and properties that make common objects potential candidates for successful surprising gifts should be studied further. Originality/value The systematic account of all six variables, not previously analyzed in the literature, provides rich insights into surprising gift giving. The discussion of the study of givers and recipients supplements these insights.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

European Journal of Marketing

ISSN

0309-0566

Publisher

Emerald

Issue

2

Volume

55

Page range

618-646

Pages

28.0

Department affiliated with

  • Strategy and Marketing Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2020-10-07

First Open Access (FOA) Date

2020-10-07

First Compliant Deposit (FCD) Date

2020-10-07

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