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<p>We explore a common, yet taboo, gifting behavior: exchanging a gift that one has received for another item offered by the retailer. Across four studies, we find that gift-recipients are less likely to exchange gifts that miss the mark than gift-givers would prefer. This asymmetry is serially mediated by perceptions of autonomy and offense. Recipients incorrectly believe that givers think that recipients should have little autonomy over what is done with a gift, which leads recipients to overestimate how offended givers are when they learn that a gift has been exchanged. Consistent with this framework, we demonstrate several theoretically and practically relevant moderators tied to autonomy and offense. We conclude with a discussion of theoretical contributions and managerial implications, along with avenues for future research.</p>

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The gift exchange taboo: Givers’ and recipients’ differing views on exchanging a gift for another product

  • 期刊论文

  • 发表日期：

    2025年8月22日

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  • Julian Givi,
  • Stella Tavallaei

摘要

We explore a common, yet taboo, gifting behavior: exchanging a gift that one has received for another item offered by the retailer. Across four studies, we find that gift-recipients are less likely to exchange gifts that miss the mark than gift-givers would prefer. This asymmetry is serially mediated by perceptions of autonomy and offense. Recipients incorrectly believe that givers think that recipients should have little autonomy over what is done with a gift, which leads recipients to overestimate how offended givers are when they learn that a gift has been exchanged. Consistent with this framework, we demonstrate several theoretically and practically relevant moderators tied to autonomy and offense. We conclude with a discussion of theoretical contributions and managerial implications, along with avenues for future research.