The occasion matters

: how preference for hedonic over utilitarian products changes as a function of the gift­-giving occasion

Abstract

Do our gift purchase decisions differ when they are made for us and when they are made for others? How are these differences when the choice is between utilitarian and hedonic products? What if there is no special occasion? And what if there is a special occasion? In this research, these questions are explored where a new perspective regarding self-­others differences is proposed.While past research has suggested that there are asymmetries when purchasing for others and for us, in the present study, it was observed that these differences were not so evident in the context of gift-­giving. In fact, differences were rather observed between distinct gift­-giving occasions – celebratory or non­-celebratory ­, where the decisions made for others and for us-revealed to be similar. It was found that, on non­-celebratory occasions, individuals have a tendency to purchase more utilitarian gifts whereas, on celebratory occasions, they purchase more hedonic gifts. Additionally, the role of self­-expression was also explored, where it was concluded that its impact mediated the effect that gift-­giving occasion has on purchase intention. This way, when there is a celebratory occasion, individuals increase their levels of self­-expression which, consequently, increases their purchase intention for hedonic products. The present research adds on to the literature of gift­-giving, which has an increased importance for distinct fields in the business area, as understanding consumers’ psychology and behavior is complex, but crucial for companies to thrive. Lastly, it offers a new perspective concerning self­-others differences.

Date of Award	25 Jan 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Niza Braga (Supervisor)