Chapter 16: Symbolic Consumer Behavior

 A Model of the Gift-Giving Process

It is that time of year again where everyone around the United States is scrambling to find the perfect gift. Whether it is a tradition to exchange gifts on Christmas or to give small gifts on Hannukah, we always try to find the 'perfect' one. What we may not know, is there is a model to the gift-giving process. The process of gift giving contains three stages: 1. the gestation stage, 2. the presentation stage, and 3. the reformulation stage. And we mindlessly participate in each stage. 

The Gestation Stage

The stage before gift-giving is the gestation stage. In this stage, we develop motives, emotions, and meaning towards giving gifts, the value they would bring, and the amount of time spent finding the perfect gift. For many people, they consider Nike as a gift to show someone they care about them or because they know the recipient loves the brand, and Nike knows that. Each year, Nike releases a list titled 'What Are Nike's Best Gifts?' in which you can browse products and get ideas on what to give to friends and family members, from kids to specific family members. The holidays are a busy time for Nike so they prepare themselves to sell many products and market to many people. 

The Presentation Stage

The next stage describes the actual gift exchange. During this stage, the presenter decides how to wrap and prepare the gift and how to make it more personal in this stage. Timing and surprise are also factors in this stage. For example, on Christmas, there is a great element of surprise and guessing since the gifts are wrapped and the recipient can guess and anticipate what could be inside. Though surprise is always valued as part of the ritual here, it is not always achieved. Another aspect of this stage is the recipient's reaction. The giver usually hopes the recipient will be ecstatic and joyful when opening their gifts, and many times they are joyful! The giver can also feel anxious during this stage if they are not sure if the recipient will like the gift.

The Reformulation Stage

Gift-giving can have many different effects on a relationship, from strengthening to severing. The effects may be strengthening, affirmation, negligible effect, negative confirmation, weakening, and severing. One study showed that gifts could strengthen a relationship because you are able to communicate feelings of connection, bonding, and also commitment. This stage also has implications on whether or not the recipient will reciprocate on the next gift-giving occasion. The recipient may feel the need to give you a nice gift the next time around and put more time, effort, and/or money into your gift.