Abstract

This study conducted two experimental studies to examine the gift-giving situations. In study 1, the identity threat according to the relationship norms and identity-congruence, has been verified. this study was conducted with a 2(relationship norm: exchange/communal) x2(identity-congruence: contrary/verifying) factorial design. The experiment results revealed significant two way interaction at the relationship norms and identity-congruence. This study demonstrated that for a gift giving situation which is identity-inconsistent, communal norm is more positive than exchange norm. However, the effect of the relationship norms and identity-congruence on satisfaction is insignificant. Study 2 examined the effect of gift-giving motive, gift-type and identity-congruence, this study was conducted with a 2(gift-giving motive: voluntary/obligatory) x2(identity-congruence:contrary/verifying) x2(gift-type: hedonic/utilitarian) factorial design. The experiment results revealed significant three way interaction of gift-giving motive, identity-congruence and gift-type. for a gift giving situation which is identity-inconsistent, giving the hedonic product(versus utilitarian product) and voluntary (versus obligatory) motive led to higher identity threat. This study helps develop a better understanding of consumer behavior in gift-giving situations.